Exploring Corporations’ Dialogue About CSR in the Digital Era
In this paper, we examined how companies are employing new media to engage in dialogue with their stakeholders about corporate social responsibility (CSR)- related matters. Through a qualitative theory-building study conducted in three stages over a period of 2 years, we discovered that corporations...
| Autores: | , , , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2015 |
| País: | España |
| Institución: | Universidad Complutense de Madrid (UCM) |
| Repositorio: | Docta Complutense |
| Idioma: | inglés |
| OAI Identifier: | oai:docta.ucm.es:20.500.14352/117128 |
| Acceso en línea: | https://hdl.handle.net/20.500.14352/117128 |
| Access Level: | acceso abierto |
| Palabra clave: | 658.8 CSR Online Dialogue Openness Communication Comunicación social Investigación Comercial Marketing Comunicación audiovisual Investigación en la comunicación 5902.04 Política de Comunicaciones 5910.02 Medios de Comunicación de Masas 5311.05 Marketing (Comercialización) |
| Sumario: | In this paper, we examined how companies are employing new media to engage in dialogue with their stakeholders about corporate social responsibility (CSR)- related matters. Through a qualitative theory-building study conducted in three stages over a period of 2 years, we discovered that corporations with reputations for CSR have built virtual spaces for dialogue about CSR, but that these spaces remain empty of dialogue. Our theory-building model highlights how the mix of four dialogue processes (i.e. directing, moderating, building open-scripts, and crowd-sourcing multi-dialogue) may allow companies to create open dialogue about CSR initiatives and avoid leaving these spaces empty. Contributions for CSR studies are discussed |
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