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Corporate Social Responsibility Communication in the Age of New Media: Towards the Logic of Sustainability Communication

Author

Listed:
  • Uzoechi NWAGBARA

    (Greenwich School of Management, London, United Kingdom)

  • Patrick REID

    (University of Warwick, Coventry, United Kingdom)

Abstract

The monopoly of traditional media is gradually being eroded as new media offers speedy, multiple and innovative ways in which companies can better engage with other stakeholders. It is therefore pertinent to take a look at the ways in which corporate social responsibility (CSR) communication is being reshaped by this evolving communications landscape. Also, new media is reshaping CSR communication for sustainability and effective stakeholder engagement. Effective stakeholder communication facilitates organisational success and legitimacy. This paper’s aim is to contribute to the burgeoning literature on the development of CSR concept via the lens of CSR communication by using the strategy of new media to advance this. The methodology adopted is mainly a review of literature, which parallels the conceptualisation of sustainability communication as articulated by Godemann & Michelsen (2012). The paper is essentially conceptual in scope but particularly identities how new media can be used to advance CSR communication. Thus, as this paper proposes, as the age of new media opens a plethora of channels as well as strategies to engage with stakeholders, organisations need to tap into these energies for a better corporate-stakeholder engagement. Insight and timely engagement will support the achievement of corporate objectives.

Suggested Citation

  • Uzoechi NWAGBARA & Patrick REID, 2013. "Corporate Social Responsibility Communication in the Age of New Media: Towards the Logic of Sustainability Communication," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(3), pages 400-414, July.
    • Handle: RePEc:rom:rmcimn:v:14:y:2013:i:3:p:400-414
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    References listed on IDEAS

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    Cited by:

    1. Ananda Khanal & Muhammad Akhtaruzzaman & Indrapriya Kularatne, 2021. "The influence of social media on stakeholder engagement and the corporate social responsibility of small businesses," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1921-1929, November.
    2. Subhajit Bhattacharya, 2017. "Does corporate social responsibility contribute to strengthen brand equity? An empirical study," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(4), pages 513-533, December.
    3. Cuervo Carabel, Tatiana & Arce García, Sergio & Orviz Martínez, Natalia, 2023. "Corporate social responsibility and its communication on Twitter: analysis of the discourse and feelings generated in society," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).

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    More about this item

    Keywords

    CSR Communication; Sustainability Communication; New media; Corporate-stakeholder Engagement; Communication Models.;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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