Exploring Corporations’ Dialogue About CSR in the Digital Era
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2015
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Springer
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Illia et al., 2017 L. Illia, S. Romenti, B. Rodríguez-Cánovas, G. Murtarelli, C.E. Carroll Exploring corporations’ dialogue about CSR in the digital era Journal of Business Ethics, 146 (1) (2017), pp. 39-58
Abstract
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
Description
Our research would not have been possible
without the financial support provided by the International Association
for Business Communicators. Also, we have greatly benefited
from the conversations and suggestion of a number of peers or senior
scholars. Comments by Stelios Zyglidopoulos (U of Glasgow),
Dennis Schoeneborn (Copenhagen Business School), and Michael
Etter (Copenhagen Business School) have been of incredible help and
guidance while preparing this manuscript. We are also grateful to the
participants at the CSR Communication conference at Aarhus School
of Business whose comments about our initial ideas were very constructive
and helpful in shaping this paper.