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How do virtual corporate social responsibility dialogs generate value? A case study of The Unilever Sustainable Living Lab

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  • Emanuela Jurietti
  • Andreina Mandelli
  • Morana Fudurić

Abstract

Today, companies have an increasing need to integrate stakeholders in CSR processes. The emergence of web 2.0 platforms and social media not only facilitates stakeholder interaction, but has also led to a new form of interaction opportunity called co‐creation. We use a single case study of The Unilever Sustainable Living Lab to empirically test the virtual CSR dialogs framework, which is the main contribution of the paper. More specifically, we examine the extent to which CSR value can be generated by incorporating specific social media platforms that allow co‐creation among users and companies. The findings indicate dialog characteristics were critical when designing co‐creation dialogs on sustainability. Additionally, we confirmed the link between dialog characteristics and community identification and CSR expectations. However, the model failed to illustrate the difference between opportunities of co‐creation, i.e., dialog characteristics, and actual co‐creation experience. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

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  • Emanuela Jurietti & Andreina Mandelli & Morana Fudurić, 2017. "How do virtual corporate social responsibility dialogs generate value? A case study of The Unilever Sustainable Living Lab," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(5), pages 357-367, September.
    • Handle: RePEc:wly:corsem:v:24:y:2017:i:5:p:357-367
    DOI: 10.1002/csr.1407
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    2. Paolo Esposito & Paolo Ricci, 2021. "Cultural organizations, digital Corporate Social Responsibility and stakeholder engagement in virtual museums: a multiple case study. How digitization is influencing the attitude toward CSR," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 953-964, March.
    3. Davide Giacomini & Paola Zola & Diego Paredi & Mario Mazzoleni, 2020. "Environmental disclosure and stakeholder engagement via social media: State of the art and potential in public utilities," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1552-1564, July.
    4. Wang, Xueqin & Wong, Yiik Diew & Li, Kevin X. & Yuen, Kum Fai, 2021. "Shipping industry's sustainability communications to public in social media: A longitudinal analysis," Transport Policy, Elsevier, vol. 110(C), pages 123-134.
    5. Fedoua Kasmi & Ferney Osorio & Laurent Dupont & Brunelle Marche & Mauricio Camargo, 2022. "Innovation Spaces as Drivers of Eco-innovations Supporting the Circular Economy: A Systematic Literature Review," Post-Print hal-03590438, HAL.
    6. Bonnie Simpson & Jennifer L. Robertson & Katherine White, 2020. "How Co-creation Increases Employee Corporate Social Responsibility and Organizational Engagement: The Moderating Role of Self-Construal," Journal of Business Ethics, Springer, vol. 166(2), pages 331-350, October.
    7. Armando Borda & Oswaldo Morales & Hildy Teegen & Gareth H. Rees & Maria Alejandra Gonzalez-Perez, 2021. "Addressing Sustainable Rural Development with Shared Value: A Peruvian Model from the Cacao Industry," Sustainability, MDPI, vol. 13(14), pages 1-17, July.
    8. Zhou, Fei & Zhang, Na & Mou, Jian & Zhang, Qin, 2024. "Fueling user engagement in virtual CSR co-creation with mental simulation: A cognitive appraisal perspective," Journal of Business Research, Elsevier, vol. 172(C).
    9. Danilo Brozović & Anna D’Auria & Marco Tregua, 2020. "Value Creation and Sustainability: Lessons from Leading Sustainability Firms," Sustainability, MDPI, vol. 12(11), pages 1-19, May.

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