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


  • Uzoechi NWAGBARA

    () (Greenwich School of Management, London, United Kingdom)

  • Patrick REID

    () (University of Warwick, Coventry, United Kingdom)


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

    1. Melé, Domenec & Guillen, Manuel, 2006. "Intellectual evolution of strategic management and its relationship with ethics and social responsibility," IESE Research Papers D/658, IESE Business School.
    2. Adaeze Okoye, 2009. "Theorising Corporate Social Responsibility as an Essentially Contested Concept: Is a Definition Necessary?," Journal of Business Ethics, Springer, vol. 89(4), pages 613-627, November.
    3. Jensen, Michael C., 2002. "Value Maximization, Stakeholder Theory, and the Corporate Objective Function," Business Ethics Quarterly, Cambridge University Press, vol. 12(02), pages 235-256, April.
    4. Adam Lindgreen & José-Rodrigo Córdoba, 2010. "Editorial: Corporate Social Responsibility in Latin America," Journal of Business Ethics, Springer, vol. 91(2), pages 167-170, February.
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    More about this item


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

    JEL classification:

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


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