Corporate Social Responsibility (CSR) is defined as “achieving commercial success in ways that honour ethical values and respect people, communities, and the natural environment” and is the topic of interest for this research paper. The aim of study was to investigate CSR communication and how it is perceived with a view to identifying how CSR can be communicated more effectively to consumers. The focus in this context was on relational CSR potentials and the effect of consumer-company identification as a main driving force behind relational CSR effects.
In order to achieve this aim a comprehensive literature review was conducted to conceptualise the ideas on CSR, the CSR communication challenge as well the link between CSR information and consumer-company identification. Further, primary research was undertaken in terms of a consumer survey among German students in order to gain an understanding of consumer perceptions as well as to identify critical aspects of CSR communication.
Results indicate that in spite of a general tendency of scepticism towards companies, consumers do accept and expect companies to communicate on their CSR activities. It also became apparent that interest in and support of the subject clearly exceed the awareness level, which suggests an unmet receptiveness regarding CSR information. In this context, women showed significantly more support and interest in the topic corroborating the established hypothesis of respective gender differences which was established within the theoretical discussion. As a conclusion of this study female consumers have to be considered as particularly receptive towards CSR information and as a particular valuable target for CSR communication. The high level of support in general and especially among women can be considered as a given basis to consumercompany identification. It implies the potential for perceived congruence between consumers’ self concept and company CSR values and also highlights the relationbuilding dimension of CSR and its opportunities for consumer-relationship marketing.
This research suggests that CSR should be communicated more proactively as the majority of respondents stated that they ‘would like to know more about it’ and affirmed the acceptability of advertising on CSR as a proactive means of communication.
Table of Contents
1 INTRODUCTION
1.1 INTRODUCTION TO THE TOPIC
1.2 RESEARCH OBJECTIVES
2 THEORETICAL FRAMEWORK
2.1 BACKGROUND OF CORPORATE SOCIAL RESPONSIBILITY
2.1.1 Defining Corporate Social Responsibility
2.1.2 Historical Background to CSR
2.1.3 CSR in Europe
2.1.4 The Role of CSR Today
2.2 CSR AND CORPORATE PERFORMANCE
2.2.1 Linking CSR and Corporate Performance
2.2.1.1 Transactional Benefits
2.2.1.2 Relation-driven Benefits
2.2.1.3 Moderating Variables and Limitations to Consumer-related Potentials
2.2.2 CSR Communication as the Mediating Link
2.3 CSR COMMUNICATION
2.3.1 Critical Success Factors as Prerequisites to CSR Communication
2.3.2 Peculiarities of CSR Communication
2.3.3 Measures of CSR Communication
2.3.4 How to Communicate Using CSR
2.4 LINKING CSR AND CONSUMER-RELATIONSHIP-MARKETING
2.4.1 Consumer-Relationship Marketing and C-C Identification
2.4.2 Consumer-Company Identification
2.4.3 CSR and C-C Identification
2.4.4 Implications for CSR Communication
2.4.5 CSR, C-C Identification and Gender Differences
3 METHODOLOGY
3.1 RESEARCH APPROACH
3.2 SECONDARY RESEARCH
3.3 PRIMARY RESEARCH
3.3.1 Research Strategy
3.3.2 Research Sample
3.3.3 Design of Questionnaire
3.4 DATA ANALYSIS
3.4.1 Validity and Reliability of Primary Research
3.5 ETHICAL ISSUES
4 SURVEY
4.1 RESULTS
4.2 DISCUSSION OF FINDINGS
4.2.1 Personal Support and Perceived CSR Recognition
4.2.2 Consumer Awareness
4.2.3 Perception of CSR Communication
4.2.4 Implications for Effective CSR Communication
5 CONCLUSIONS AND RECOMMENDATIONS
5.1 CONCLUSIONS
5.2 LIMITATIONS AND RECOMMENDATIONS
Research Objectives and Themes
This thesis examines how corporations can communicate their Corporate Social Responsibility (CSR) initiatives more effectively to strengthen relational bonds with consumers, focusing specifically on the mediating role of consumer-company identification and the influence of gender on CSR perception.
- Theoretical conceptualization of CSR, communication challenges, and corporate performance.
- Primary research via a consumer survey among German students.
- Analysis of consumer awareness levels and receptiveness to CSR information.
- Evaluation of various CSR communication measures and their effectiveness.
- Investigation of gender differences regarding support and identification in the context of CSR.
Excerpt from the Book
2.3.2 Peculiarities of CSR Communication
Communicating on CSR appears to be a sensitive issue, which is indicated by apparent shortcoming of companies to create relevant consumers awareness on their CSR involvement. While it is widely acknowledged that CSR is considered as important by the general public and evokes a positive image of a company in general terms, it remains unclear how and by which measures companies should communicate on their CSR initiatives (Beckmann, 2006; Morsing and Schulz, 2006b; Reisch, 2006). Sen et al. (2006) point out the crux of matter that companies need to increase the awareness level regarding CSR activities among their stakeholders in order to generate CSR benefits, while referring to CSR communications as a ‘double-edged sword’. However, they do not give further indications on how communications should be pursued by stating in general terms that companies need to devise strategies for the optimal communication of their CSR actions.
In a similar tenor, Ashforth and Gibbs (1990) refer to the CSR communication challenge as the ‘self promoter’s paradox’ which points to the credibility risk of over-accentuating do-gooder behaviour (cited in Morsing and Schultz, 2006). It is suggested that companies that overemphasise their corporate legitimacy run the risk of achieving the opposite effect as conspicuous CSR communication may be associated with detraction from existing legitimacy problems. Yoon et al. (2006) agree on this potential risk of backfire effects from conspicuous communication as a reaction arising from consumer being suspicious of corporate motivation. On the other hand it is signified that diffident communication may be equally viewed with suspicion in terms of suspecting companies to hide critical policies and behaviour. As indicated by the example of Johnson&Johnson this can lead to people creating their own stories: the fact that Johnson&Johnson did not communicate its philanthropy after September 11 let to stakeholders accusing the company for not having helped (Hirschland, 2005; Alsop, 2005). Consequently, risks appear to result from over-communicating on CSR as well as from under-communicating, which points to the challenge of striking a happy medium between the two.
Summary of Chapters
1 INTRODUCTION: This chapter introduces the increasing importance of CSR and sets the research objective to investigate how CSR can be communicated more effectively to strengthen consumer relationships.
2 THEORETICAL FRAMEWORK: This section builds the theoretical foundation by defining CSR, linking it to corporate performance, and examining the mediating role of communication and consumer-company identification.
3 METHODOLOGY: This chapter outlines the exploratory research approach and the design of the primary consumer survey conducted among German students.
4 SURVEY: This section presents the results of the primary research and discusses findings regarding consumer awareness, perceptions, and gender differences in CSR receptiveness.
5 CONCLUSIONS AND RECOMMENDATIONS: The final chapter summarizes the study's findings and provides recommendations for proactive CSR communication strategies and future academic research.
Keywords
Corporate Social Responsibility, CSR Communication, Consumer-Company Identification, Consumer-Relationship Marketing, Consumer Awareness, Corporate Performance, Gender Differences, Stakeholder Relations, Corporate Reputation, CSR Strategy, Trustworthiness, Consumer Behaviour, Cause-Related Marketing, Relationship Marketing, Proactive Communication
Frequently Asked Questions
What is the core focus of this research paper?
The paper focuses on the role of CSR communication as an instrument to strengthen consumer-relationship marketing, specifically examining how companies can address the challenge of consumer awareness and skepticism.
What are the central thematic fields covered?
Key themes include the theoretical framework of CSR, the link between CSR and corporate performance, the challenges of communication credibility, the impact of consumer-company identification, and the role of consumer awareness.
What is the primary goal of the study?
The primary goal is to answer the research question: "How can CSR be communicated more effectively with a view to strengthen relationships with consumers?"
Which research methodology was applied?
The research uses an inductive and exploratory approach, combining a comprehensive literature review with primary research in the form of a consumer survey among German students.
What topics are treated in the main part?
The main part covers the theoretical background of CSR, the "self-promoter's paradox," various communication measures (like reporting, websites, and advertising), and the influence of gender on CSR perception.
Which keywords define this work?
Central keywords include CSR communication, consumer-company identification, relationship marketing, consumer awareness, and corporate reputation.
How does gender affect the perception of CSR?
The study finds that women are significantly more receptive to CSR information and show stronger support for CSR initiatives compared to their male counterparts.
What is the significance of the "self-promoter's paradox"?
It highlights the credibility risk companies face; over-communicating their good deeds can backfire and lead to skepticism, while under-communicating can also result in being accused of having done nothing.
What role do CSR websites play?
Websites are identified as a primary tool for dialogue-oriented communication, yet the study notes that companies often underutilize these platforms by hiding CSR information.
- Quote paper
- Elena Bueble (Author), 2008, Corporate Social Responsibility. CSR Communication as an Instrument to Consumer-Relationship Marketing, Munich, GRIN Verlag, https://www.grin.com/document/132726
