Public Expectations of CSR Communication: What and How to Communicate CSR
Year: 2014
Type: article
Study design: Observational Study
Abstract: This study examined what consumer-publics expect from companies’ CSR communications through surveying a representative sample of the general public. Our findings suggested that publics wanted to know “who is benefiting” from the companies’ CSR more than any other CSR information. CSR beneficiaries were identified as the most preferred communication sources, whereas CEOs and public relations spokespersons were listed as the least preferred sources. In general, non-corporate sources were preferred significantly more than corporate sources. However, the company itself was also preferred as a communication source significantly more than activists, other stakeholders, employees, CEOs, and PR spokespersons. Finally, as CSR communication channels, consumer publics tended to prefer company-controlled media such as companies’ local stores, websites, and promotion events to uncontrolled media such as news media, experts’ blogs and microblogs.
Authors: Sora Kim, Mary Ann T. Ferguson
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W4401488499