IDEAS home Printed from https://ideas.repec.org/a/wly/corsem/v24y2017i5p357-367.html

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

Author

Listed:
  • 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

Suggested Citation

  • 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
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/csr.1407
    Download Restriction: no
    File URL: https://libkey.io/10.1002/csr.1407?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
    2. Tiago Melo & Alvaro Garrido‐Morgado, 2012. "Corporate Reputation: A Combination of Social Responsibility and Industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 19(1), pages 11-31, January.
    3. Vincent Amooti Bagire & Immaculate Tusiime & Grace Nalweyiso & John Bosco Kakooza, 2011. "Contextual environment and stakeholder perception of corporate social responsibility practices in uganda," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 18(2), pages 102-109, March.
    4. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    5. Anne Toppinen & Ning Li & Anni Tuppura & Ying Xiong, 2012. "Corporate Responsibility and Strategic Groups in the Forest‐based Industry: Exploratory Analysis based on the Global Reporting Initiative (GRI) Framework," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 19(4), pages 191-205, July.
    6. Vallaster, Christine & von Wallpach, Sylvia, 2013. "An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation," Journal of Business Research, Elsevier, vol. 66(9), pages 1505-1515.
    7. Shirish Sangle, 2010. "Critical success factors for corporate social responsibility: a public sector perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 17(4), pages 205-214, July.
    8. Alexander Dahlsrud, 2008. "How corporate social responsibility is defined: an analysis of 37 definitions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 15(1), pages 1-13, January.
    9. Laura Schons & Maria Steinmeier, 2016. "Walk the Talk? How Symbolic and Substantive CSR Actions Affect Firm Performance Depending on Stakeholder Proximity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(6), pages 358-372, November.
    10. Korschun, Daniel & Du, Shuili, 2013. "How virtual corporate social responsibility dialogs generate value: A framework and propositions," Journal of Business Research, Elsevier, vol. 66(9), pages 1494-1504.
    11. Driessen, Paul H. & Kok, Robert A.W. & Hillebrand, Bas, 2013. "Mechanisms for stakeholder integration: Bringing virtual stakeholder dialogue into organizations," Journal of Business Research, Elsevier, vol. 66(9), pages 1465-1472.
    12. Ioannis Ioannou & George Serafeim, 2015. "The impact of corporate social responsibility on investment recommendations: Analysts' perceptions and shifting institutional logics," Strategic Management Journal, Wiley Blackwell, vol. 36(7), pages 1053-1081, July.
    13. Monowar Mahmood & Janet Humphrey, 2013. "Stakeholder Expectation of Corporate Social Responsibility Practices: A Study on Local and Multinational Corporations in Kazakhstan," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 20(3), pages 168-181, May.
    14. Paul C. Godfrey & Craig B. Merrill & Jared M. Hansen, 2009. "The relationship between corporate social responsibility and shareholder value: an empirical test of the risk management hypothesis," Strategic Management Journal, Wiley Blackwell, vol. 30(4), pages 425-445, April.
    15. Alan Wong & Fu Long & S. Elankumaran, 2010. "Business students' perception of corporate social responsibility: the United States, China, and India," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 17(5), pages 299-310, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Manuel Reppmann & Stephan Harms & Laura Marie Edinger-Schons & Johann Nils Foege, 2025. "Activating the sustainable consumer:The role of customer involvement in corporate sustainability," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 310-340, March.
    2. 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Olga Hawn, 2021. "How media coverage of corporate social responsibility and irresponsibility influences cross‐border acquisitions," Strategic Management Journal, Wiley Blackwell, vol. 42(1), pages 58-83, January.
    2. Javier Aguilera‐Caracuel & Jaime Guerrero‐Villegas, 2018. "How Corporate Social Responsibility Helps MNEs to Improve their Reputation. The Moderating Effects of Geographical Diversification and Operating in Developing Regions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 355-372, July.
    3. Christoph Kayser & Henning Zülch, 2024. "Understanding the Relevance of Sustainability in Mergers and Acquisitions—A Systematic Literature Review on Sustainability and Its Implications throughout Deal Stages," Sustainability, MDPI, vol. 16(2), pages 1-42, January.
    4. Francisco Javier Forcadell & Elisa Aracil, 2017. "European Banks' Reputation for Corporate Social Responsibility," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(1), pages 1-14, January.
    5. Raymond J. Jones & Timothy M. Reilly & Marcus Z. Cox & Brooklyn M. Cole, 2017. "Gender Makes a Difference: Investigating Consumer Purchasing Behavior and Attitudes Toward Corporate Social Responsibility Policies," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(2), pages 133-144, March.
    6. Johan Graafland, 2018. "Does Corporate Social Responsibility Put Reputation at Risk by Inviting Activist Targeting? An Empirical Test among European SMEs," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(1), pages 1-13, January.
    7. Sara Rodriguez-Gomez & Maria Lourdes Arco-Castro & Maria Victoria Lopez-Perez & Lazaro Rodríguez-Ariza, 2020. "Where Does CSR Come from and Where Does It Go? A Review of the State of the Art," Administrative Sciences, MDPI, vol. 10(3), pages 1-19, August.
    8. Monowar Mahmood & Janet Humphrey, 2013. "Stakeholder Expectation of Corporate Social Responsibility Practices: A Study on Local and Multinational Corporations in Kazakhstan," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 20(3), pages 168-181, May.
    9. Ana Teixeira & Marisa R. Ferreira & Aldina Correia & Vanda Lima, 2018. "Students’ perceptions of corporate social responsibility: evidences from a Portuguese higher education institution," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 235-252, June.
    10. Kyle D. Turner, 2022. "Actions in the spotlight: Differential effects of corporate social responsibility actions on organizational celebrity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(4), pages 860-870, July.
    11. Yuanyuan Zhang & Zhe Ouyang, 2021. "Doing well by doing good: How corporate environmental responsibility influences corporate financial performance," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(1), pages 54-63, January.
    12. Lorenzo Dal Maso & Giovanni Liberatore & Francesco Mazzi, 2017. "Value Relevance of Stakeholder Engagement: The Influence of National Culture," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(1), pages 44-56, January.
    13. Barić Andrija, 2017. "Corporate social responsibility and stakeholders: Review of the last decade (2006–2015)," Business Systems Research, Sciendo, vol. 8(1), pages 133-146, March.
    14. David Benjamin Billedeau & Jeffrey Wilson & Naima Samuel, 2022. "From Responsibility to Requirement: COVID, Cars, and the Future of Corporate Social Responsibility in Canada," Sustainability, MDPI, vol. 14(11), pages 1-16, May.
    15. Iftekhar Hasan & Panagiotis Karavitis & Pantelis Kazakis & Woon Sau Leung, 2025. "Corporate Social Responsibility and Profit Shifting," European Accounting Review, Taylor & Francis Journals, vol. 34(1), pages 1-29, January.
    16. Tai-Hsi Wu & Hsiang-Lin Chih & Mei-Chen Lin & Yi Hua Wu, 2020. "A Data Envelopment Analysis-Based Methodology Adopting Assurance Region Approach for Measuring Corporate Social Performance," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 148(3), pages 863-892, April.
    17. Morana Fudurić & Andreina Mandelli, 2017. "Corporate and Non-Profit Social Media Policies: A Content Analysis," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(1), pages 7-22.
    18. Shuili Du & C. Bhattacharya & Sankar Sen, 2015. "Corporate Social Responsibility, Multi-faceted Job-Products, and Employee Outcomes," Journal of Business Ethics, Springer, vol. 131(2), pages 319-335, October.
    19. Đurđana Ozretić Došen, 2017. "Editorial preface," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(1), pages 5-6.
    20. Dustin Smith & Eric Rhiney, 2020. "CSR commitments, perceptions of hypocrisy, and recovery," International Journal of Corporate Social Responsibility, Springer, vol. 5(1), pages 1-12, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:corsem:v:24:y:2017:i:5:p:357-367. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: https://doi.org/10.1002/(ISSN)1535-3966 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.