Utilization of CSR to build organizations’ corporate image in Asia: Need for an integrative approach
Publication Type
Journal Article
Version
acceptedVersion
Publication Date
1-2018
Abstract
Corporate social responsibility (CSR) has been found to be a strong predictor of a favorable corporate image [Gray, 1986. Managing the corporate image: The key to public trust. London: Quorum Books]. Websites have become an essential communication platform [Dawkins, 2004. Corporate responsibility: The communication challenge. Journal of Communication Management, 9(2), 108–119]. This study aims to investigate how CSR can be used in enhancing organizational corporate image. Content analyses of 150 corporate websites of organizations in Asia headquartered in Singapore were conducted, followed by in-depth interviews with public relations (PR) practitioners to examine the motivations behind their CSR engagement. Findings showed that organizations utilized CSR as a means to enhance corporate image via four ways: Engaging in two-way conversations with stakeholders, adopting an inside-out communication approach with employees, recognizing the relevance of other CSR communication channels, and communicating CSR with authenticity. However, some organizations hesitate to use CSR communication to enhance their corporate image because they wanted to avoid being seen as using CSR as a promotional tool.
Keywords
Strategic communication, Content analysis, In-depth interview, Singapore
Discipline
Finance and Financial Management | Human Resources Management | Organizational Behavior and Theory
Research Areas
Corporate Communication
Publication
Asian Journal of Communication
Volume
28
Issue
4
First Page
335
Last Page
359
ISSN
0129-2986
Identifier
10.1080/01292986.2017.1420207
Publisher
Taylor & Francis (Routledge): SSH Titles
Citation
PANG, Augustine; LWIN, May O.; NG, Chrystal Shu-Min; ONG, Ying-Kai; CHAU, Shannon Rose Wing-Ching; and YEOW, Kristle Poh-Sim.
Utilization of CSR to build organizations’ corporate image in Asia: Need for an integrative approach. (2018). Asian Journal of Communication. 28, (4), 335-359.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5942
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1080/01292986.2017.1420207
Included in
Finance and Financial Management Commons, Human Resources Management Commons, Organizational Behavior and Theory Commons