Online Reputation: The Role of CSR Communication through Online Platforms

In an era marked by heightened public awareness of social, environmental, and ethical issues, Corporate Social Responsibility (CSR) becomes a vital element of strategic corporate communication. Stakeholders nowadays expect companies to communicate such efforts transparently and convincingly. Hence, CSR communication plays an increasingly strategic role in influencing public perceptions and stakeholder evaluations of corporate reputation in digital environment. While existing literature confirms the reputational benefits of CSR engagement, less is known about the specific mechanisms through which online CSR communication translates into favourable stakeholder responses. Specifically, there is a growing need to understand how online CSR communication influence favourable reputation among online community. This paper addresses this gap by synthesizing findings from earlier studies to propose a conceptual model that identifies emotional engagement as mediating factor and corporate credibility as moderator. Drawing on theories from corporate communication, stakeholder engagement, and consumer psychology, the model offers a structured lens for understanding how online CSR content affects online reputation outcomes. The paper concludes with research implications, including suggestions for empirical testing using mixed methods and cross-cultural designs, and it outlines future research opportunities to further unpack the psychological dynamics of CSR communication in the digital era.