Corporate social responsibility communication of Chinese and global corporations in China |
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Authors: | Lu Tang Hongmei Li |
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Affiliation: | aSchool of Communication Studies, 293 Communications Building, 1345 Circle Park, University of Tennessee, Knoxville, Knoxville, TN 37996-0324, United States;bGeorgia State University, Department of Communication, One Park Place, Atlanta, 30302, United States;cThe Annenberg School for Communication, University of Pennsylvania, 3620 Walnut Street, Philadelphia, PA 19104, United States |
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Abstract: | This paper explored how leading Chinese and global companies operating in China communicate their corporate social responsibility (CSR) principles and practices to the Chinese stakeholders through a content analysis of these companies’ corporate websites. It was found that companies usually take one of the following three major approaches in their CSR communication: CSR as ad hoc public philanthropy, CSR as strategic philanthropy, and CSR as ethical business practices. Furthermore, this paper examined the effects of country of origin and industry on companies’ CSR communication and found that whether companies are targeting at businesses or consumers has a bigger impact on their CSR communication than whether they are Chinese or global. Finally, despite a tendency towards convergence, Chinese and global companies still present their CSR principles and practices differently because of their different relations with major Chinese and global stakeholders. |
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Keywords: | Corporate social responsibility Globalization Corporate website Content analysis China |
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