Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication
with Shuili Du, Assistant Professor of Marketing at Simmons School of Management
Simmons School of Management faculty, together with the Simmons SOM student chapter of Net Impact, are convening what we hope will be the first in a series of research discussions bringing together Boston-area faculty and graduate students (both Masters and PhD) interested in research related to corporate social responsibility and sustainability.
Friday, May 21st
12pm – 1:30pm
Simmons School of Management
300 The Fenway, Boston, MA
Please RSVP to this event by e-mailing firstname.lastname@example.org
Paper (to be circulated in full in advance of the event):
“Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication” (International Journal of Management Reviews, 2010)
Abstract: By engaging in corporate social responsibility (CSR) activities, companies can not only generate favorable stakeholder attitudes and better support behaviors (e.g. purchase, seeking employment, investing in the company), but also, over the long run, build corporate image, strengthen stakeholder–company relationships, and enhance stakeholders’ advocacy behaviors. However, stakeholders’ low awareness of and unfavorable attributions towards companies’ CSR activities remain critical impediments in companies’ attempts to maximize business benefits from their CSR activities, highlighting a need for companies to communicate CSR more effectively to stakeholders. In light of these challenges, a conceptual framework of CSR communication is presented and its different aspects are analyzed, from message content and communication channels to company- and stakeholder-specific factors that influence the effectiveness of CSR communication.