Strategic communication of corporate social responsibility (CSR): Effects of stated motives and corporate reputation on stakeholder responses

This study examined stakeholder responses toward two communication strategies of CSR motives: stating both self- and society-serving motives or only society-serving motives. How the effect of stated motives differs by corporate reputation was studied as well. The study found that acknowledging a self-serving motive reduces skeptical attribution and enhances stakeholders’ favorable intent to support, seek employment with, invest in, and purchase from the company. Possible backlash effects were detected when companies with poor reputations emphasize only society-serving motives and omit self-serving motives.     

Operationalizing genuineness in CSR communication for public engagement on social media

Public relations professionals from global corporations have increasingly communicated corporate social responsibility (CSR) practices on social media to engage publics. Yet the link between CSR communication of global corporations, particularly with regard to the dimensions of genuineness exhibited in their communication and public engagement on social media is under-researched in China. This empirical study conceptualized and operationalized the dimensions of genuineness, which encompass providing information about different CSR themes, being responsive to publics, demonstrating empathy, and being consistent in what corporations say and do, and then investigated how global corporations engaged Chinese publics through genuine CSR communication on Sina Weibo. Enhanced public engagement outcomes of comments, likes, and shares were observed for the provision of information about the community involvement and development CSR theme alongside the use of empathy. This study informs public relations scholars and practitioners about the importance of providing information on the CSR theme of community involvement and demonstrating empathy to generate higher public engagement.     

The role of corporate social responsibility (CSR) and internal CSR communication in predicting employee engagement: Perspectives from the United Arab Emirates (UAE)

This study examined relationships among employees’ perception of CSR, three models of internal CSR communication and employee engagement. The findings, based on 516 valid survey responses from employees across different sectors in the United Arab Emirates, revealed that internal communication of CSR, both one-way and two-way symmetrical, predicted employee perceptions of CSR, with two-way asymmetrical communication being a negative predictor; perceptions of CSR predicted employee engagement; social and sustainable dimensions of CSR most strongly predicted social and affective dimensions of employee engagement; and both two-way symmetrical communication of CSR and employee perceptions of CSR strongly predicted employee engagement. Implications for theory and practice are discussed.     

Mapping the structures of international communication organizations’ networks and cross-sector relationships on social media and exploring their antecedents

Grounded in the theoretical frameworks of the alliance theory and the collective action theory, this study examines the global network structures of international non-governmental organizations (INGOs) and intergovernmental organizations (IGOs) and their cross-sector relationships on social media and explains the predictors of the relationships. More specifically, we conduct a network analysis to examine the network structure of international communication organizations and their cross-sector relationships on Twitter. This study found that INGOs and IGOs are more likely to establish following relationships on Twitter with the same type of organizations. Furthermore, educational level and cultural context influence their cross-sector relationships. The theoretical and practical implications of this study are also discussed.     

Stakeholder influence,government power,and new opportunities for Chinese Internet companies: A multilevel network analysis of cross-sector networks

In recent decades, Chinese Internet companies have experienced exponential growth. As the Internet industry increasingly commends tremendous financial resources, they also face growing stakeholder expectations for corporate social responsibility (CSR) actions. One way through which Chinese Internet companies conduct CSR is by building cross-sectoral collaborations with nonprofit and nongovernmental organizations (NGOs) and governmental agencies. Aiming to understand Internet companies’ strategic relationship building on CSR issues, the researchers drew from stakeholder influence theory and research on a network approach to stakeholder influence, and applied multilevel network analysis to model three networks related to Chinese Internet companies’ CSR collaborations. Specifically, we found that power and urgency are significant predictors of the structure of Internet companies’ cross-sector CSR alliance network. Organizations affiliated or endorsed by the central Chinese government are the most desirable CSR stakeholders. Additionally, the study also revealed that for Internet companies, devoting their attention to Internet-related social issues could increase their desirability as strategic stakeholders from other sectors and among Internet companies.     

Dimensions of corporate social responsibility (CSR) skepticism and their impacts on public evaluations toward CSR

This study attempts to examine the dimensions of corporate social responsibility (CSR) skepticism and to identify the strongest predictor by testing the relationships between the skepticism constructs and public responses. The study further examines the role of cynicism either as an antecedent, a moderator, or a component of CSR skepticism. Through a series of model tests, three factors of CSR skepticism were identified to better predict public responses to CSR: (a) skepticism toward a company’s altruism, (b) disbelief of CSR messages and CSR activities, and (c) skepticism toward CSR informativeness. Skepticism toward a company’s altruism was identified as the strongest predictor in determining negative public response to CSR, whereas cynicism did not have much predictive power to explain public response to CSR; as a result, it was excluded from the final dimensions of CSR skepticism.     

A social capital approach to improving public relations’ efficacy: Diagnosing internal constraints on external communication

This article extends Heath's (2006) concept of fully functioning society theory (FFS) and argues that public relations can be used as a force to enhance collective social capital in communities. To serve this purpose, however, the effectiveness of an organization to serve its external publics is often dependent on the status and relationships the public relations function has developed within the organization. This paper provides a network analysis of a government agency in Jordan that illustrates the relationship between internal organizational social capital and the potential problems for establishing external relationships with publics. Implications for public relations research methods and theory are also discussed.     

Sea change: Santa Barbara and the eruption of corporate social responsibility

Corporate social responsibility (CSR) programs have proliferated among the world's largest corporations. While the lion's share of scholarly attention has been devoted to the competitive advantage of CSR as a branding strategy, very little notice has been taken of CSR's history, particularly the emergence of CSR programs during the politically turbulent l960s and l970s. The paucity of historical attention has led to several distortions, including the failure to recognize CSR's origins as a survivalist reaction to crisis, and the resulting overemphasis of CSR as an unambiguously ethical model of managerial proactive effectiveness. Based on an examination of newspaper records of a politically crystallizing oil spill in the waters off the coast of Santa Barbara, California, and an analysis of CSR's market penetration and rhetoric, this paper offers an alternative framework for reexamining corporate social responsibility.     

Social media dialogues in a crisis: A mixed-methods approach to identifying publics on social media

Despite the promise of social media to engender dialogue, the common approach to studying social media may prioritize monologue, whereby research considers the strategies organizations use in targeting publics, particularly in a crisis. This study uses a mixed-method approach to analyze dialogue in a crisis—semantic network analysis and content analysis. Specifically, this study examines the emotional expression and crisis coping behaviors on social media during two separate terror attacks: the Paris terror attacks in 2015 and the Barcelona terror attacks in 2017. Results demonstrate how publics may be identified and understood through semantic network analysis and content analysis. This study also shows the connection between emotions and coping, expanding the crisis communication literature in public relations, and suggests the need to consider agenda-setting and resilience in crisis communication research. Finally, we discuss this study’s implications for assuming a dialogic orientation in public relations.     

Getting called out: Effects of feedback to social media corporate social responsibility statements

Corporate social responsibility (CSR) efforts via social media are increasingly common and are often key to achieving organizational CSR objectives. Concerns exist about potential damage caused by negative user comments and effects of user feedback to CSR efforts are mostly unknown. Exploring the effects of positive and negative comments to social media CSR statements and subsequent organizational response, this work reports the results of an online experiment (N = 257) that manipulated both user-generated feedback to organizational CSR statements and subsequent organizational responses. Results demonstrate that negative user comments are less of a concern than commonly thought, and call into question the value of organizational response to user feedback.     

Corporate citizenship and public relations: The importance and interactivity of social responsibility issues on corporate websites

Recently, corporate responsibility has become a prominent issue internationally. It has also become a research priority in public relations, having been considered one of the key aspects of that field for decades. Several studies have shown the importance of the Internet and of corporate websites as public relations tools and the growing relevance of corporate websites for communicating approaches to corporate responsibility. This paper discusses the importance of corporate responsibility information on those websites, and their levels of interactivity. The authors have designed a specific tool to analyse these aspects of corporate websites.     

Israel vs. BDS: corporate social responsibility and the politics of human rights

ABSTRACT

This is a case-study of an organized Israeli effort to disengage the issue of corporations in the Palestinian Occupied Territories from the global CSR framework of human rights. At the centre of the study are three international CSR conferences which took place in Israel, hosting players in the global industry of corporate risk-management indices. The study underscores the importance of studying the micro-politics of producing and implementing human rights norms across the globe; designating micro-politics as the sum of informal exchanges among players who share a common platform of expertise. We find that the Israeli conveners leveraged the CSR conferences to (1) promote a campaign against BDS among CSR players, (2) invoke BDS as a trope for dissociating the human rights framework of CSR from corporate activities in the OPT, and (3) frame the activities of corporations in the OPT in terms of labour opportunities and economic development.     

The influence of customer use of corporate websites: Corporate social responsibility,trust, and word-of-mouth communication

This study investigates the potential of organization websites from the customer's perspective. The findings include significant direct effects of customers’ use of corporate websites on their perceptions of a company's corporate social responsibility and their trust in the company, and indirect effects of their use of corporate websites on positive word-of-mouth through trust. The results also indicate a close link between perception of corporate social responsibility and trust.     

Strategizing for social change in nonprofit contexts: A typology of communication approaches in public communication campaigns

Public communication campaigns aim to create social change by influencing audiences’ behaviors and thus help nonprofit organizations fulfill their mission. These campaigns, however, often fail to deliver their anticipated impact. Using public relations research as a theoretical lens, this paper's contribution is twofold: first, we develop a typology that classifies the different communication approaches used in public communication campaigns. Based on one of the most prominent public relations theories, the Four Models of Public Relations, we differentiate communication approaches along the dimensions of communication purpose and communication style. Combining these two dimensions in a typology, we identify the following communication approaches: directing, platforming, mobilizing, and involving. We provide numerous real‐life examples of public campaigns for each one. Second, we formulate propositions about these communication approaches’ effectiveness relying on a key concept of public relations research: namely, audience segmentation. Using the transtheoretical model, we show that audiences can be segmented along five “stages of readiness to adopt a promoted behavior.” Conceptualizing behavior change as an iterative, dynamic process that entails stage progresses as well as backdrops, we derive how audiences’ “stage of readiness” relates to the effectiveness of the identified communication approaches.     

The quest for legitimacy and the communication of strategic cross-sectoral partnership on Facebook: A big data study

Nowadays, many wicked problems such as environmental issues require organizations from multiple sectors to form cross-sectoral alliances. Cross-sectoral alliance networks can transfer resources and signal affiliations and value alignment between strategic partners. The communication of cross-sectoral alliances is a form of CSR communication that serves organizations’ strategic goals and objectives. Drawing on the literature on digital CSR communication and legitimacy theory, this article examines which legitimacy needs shape the formation of cross-sectoral ties on Facebook in addressing environmental and sustainable development issues in the United States. Combining data-mining, text-mining, social network analysis, and exponential graph modeling, this research investigates the structure of a network among 3071 organizations across multiple sectors. Findings show that organizations’ cross-sectoral tie formation is mainly driven by social legitimacy and alliance legitimacy needs.     

Factors affecting social presence and word-of-mouth in corporate social responsibility communication: Tone of voice,message framing,and online medium type

To understand how tone of voice, message framing, and type of online media affect public perceptions and reactions to an organization in the context of corporate social responsibility (CSR) communication, this study conducted a 2 (tone of voice: human voice vs. organizational voice) x 2 (message framing: gain-focused vs. loss-focused) x 2 (online media: Facebook vs. organizational blog) online experiment (N?=?394). Conversational human voice and gain-focused framing significantly influence the social presence of the organization and publics’ positive word-of-mouth intention. Publics’ intention to generate positive word-of-mouth was highest when the organization used conversational human voice with gain-focused message and conveyed the message on its Facebook page.     

Disentangling social media influence in crises: Testing a four-factor model of social media influence with large data

Social media empower publics by providing a platform for their voices during crises. Digital-enabled platforms allow individuals to become influentials by sharing their insights and expertise with others. Confronted with the fast-paced and complex dynamics of crises, we lack a systematic conceptualization and a valid measure of social media influence in the crisis context. By integrating diverse perspectives on influence, we propose a new framework that theorizes different dimensions of social media influence based on publics’ communicative behaviors during crises. This integrated framework offers a refined conceptualization and measurement of social media influence in crises by incorporating the network perspective. We tested the framework with large-scale Twitter data from four crises. Results from multigroup CFA on Twitter influencers suggest that social media influence is composed of four factors: output, reactive outtake, proactive outtake, and network positioning. Each factor is associated with a distinct set of users’ behavioral indicators (e.g., retweet). Implications for crisis communication and public relations are discussed.     

Third-person effect in the context of public relations and corporate communication

Inaccurate perceptions of audience can cause public relations practitioners to overreact or underreact to a situation, which brings about unintended consequences. We draw on the third-person effect research to identify examples and outline the conditions when the overestimation or underestimation of media effects can motivate key players to engage in restrictive, corrective, promotional, and resistance behaviors. Then, we recommend approaches that can help public relations practitioners better reflect and manage corporate communication. In short, the approaches involve: (a) determining the nature of the presumed effect from the audience perspective and going beyond the categorical positive/negative message, (b) assessing the level of the presumed effect and considering also the possibility of the first- as well as the second-person effect, and (c) assessing the influence of the perceived effect on behaviors that have the potential to directly as well as indirectly affect the company.     

The role of public relations in corporate social responsibility programs in the Colombian electricity sector

This study investigates the role of public relations in managing social responsibility in a group of Colombian electricity sector companies. According to the results, communication professionals who support social responsibility programs do not hold a unified concept of public relations. Furthermore, not all of them acknowledge the currently prevailing model, which regards the practice of public relations as seeking both harmony with its environment and mutual benefit with the public interest.     

A new scalable leader-community detection approach for community detection in social networks

Studying social influence in networks is crucial to understand how behavior spreads. An interesting number of theories were elaborated to analyze how innovations and trends get adopted. The traditional view assumes that a minority of members in a society possess qualities that make them exceptionally persuasive in spreading ideas to others. These exceptional individuals drive trends on behalf of the majority of ordinary people. They are loosely described as being informed, respected, and well connected. The leaders or influential are responsible for the dissemination of information and the propagation of influence. In this paper, we propose a new scalable and a deterministic approach for the detection of communities using leaders nodes named Leader-Community Detection Approach LCDA. The proposed approach has two main steps. The first step is the leaders’ retrieval. The second step is the community detection using similarity between nodes. Our algorithms provide good results compared to ground truth membership community.