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Companies increasingly communicate about corporate social responsibility (CSR) through interactive online media. We examine whether using such media is beneficial to a company's reputation. We conducted an online experiment to examine the impacts of interactivity in CSR messages on corporate reputation and word-of-mouth intentions. Our findings suggest that an increase in perceived interactivity leads to higher message credibility and stronger feelings of identification with the company, which also boost corporate reputation and word-of-mouth. This result implies that using interactive channels to communicate about CSR can improve corporate reputation. Our results also show that the detrimental impacts of negative user evaluations on corporate reputation are much higher than the favorable impacts of positive evaluations. This finding suggests that, despite the effectiveness of interactive communication channels, firms need to carefully monitor these channels.

The Impact of Interactive Corporate Social Responsibility Communication on Corporate Reputation

This article provides an agenda for future research on brand communication in social media. Based on an overview of the current state of research, a discussion of the theoretical and conceptual challenges of brand communication in social media, and a survey about the expectations of the media and advertising industry, I present six key directions for future research. These six key directions include research on (1) social media influencers, (2) personalized brand content in social media, (3) ethical concerns about the nature of social media content and consumer empowerment, (4) platform characteristics rather than on Facebook, (5) the integration of social media in the media mix and the consumer journey, and (6) using real social media data. Together these six key directions help to shape the social media research agenda.

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Brand Communication in Social Media: A Research Agenda

Intranet-private network of sharing information Reduces paper Ease in sharing information Access restricted EDI – electronic data interchange Used in ordering, invoicing and confirmation of product movement ECR-efficient consumer response Use of electronic point of sale (EPOS) units (scanners) CRMcustomer relationship management Amazon.comhistory of sales, suggestions Replacements.com listing of personal patternsemails on inventory available SFAsales force administration Monitoring visits, sales, training, promotions etc. Data warehouseskey aspect of a companies system PRIVACY Issues

The global marketing

Communicating corporate social responsibility (CSR): Stakeholder responsiveness and engagement strategy to achieve CSR goals

Is SDG reporting substantial or symbolic? An examination of controversial and environmentally sensitive industries

This study attempts to reveal the corporate social responsibility (CSR) programming and communication strategies of companies from controversial versus noncontroversial industry sectors and stakeholders' responses to these online CSR communications. A content analysis of CSR videos from 58 companies among the Fortune 500 and user comments on YouTube found that controversial and noncontroversial industries tended to use different strategies in their online CSR communications. Videos that (a) used information strategies, (b) took a company‐dominant perspective, and (c) described high fit CSR programs received more negative and skeptical comments; CSR videos that (a) emphasized the companies' commitment to the programs, (b) demonstrated the impact of CSR programs with anecdotal evidences, and (c) balanced their stated CSR motives between social benefits and business interests received less negative and skeptical comments. Most importantly, stakeholders' responses towards these communication strategies differed by industry sectors.

Online corporate social responsibility communication strategies and stakeholder engagements: A comparison of controversial versus noncontroversial industries

Even as ethical branding gains increasing prominence, the effectiveness of specific communication and branding strategies remains somewhat unexplored. A content analysis was conducted to examine Fo...

Corporate Ethical Branding on YouTube: CSR Communication Strategies and Brand Anthropomorphism

This study is aimed to unveil the effects of philanthropic corporate social responsibility (CSR) programs on consumers’ perceptions toward CSR communication from corporations in ‘issue-ridd...

Jing (Taylor) Wen

Papers

Online corporate social responsibility communication strategies and stakeholder engagements: A comparison of controversial versus noncontroversial industries

Corporate Ethical Branding on YouTube: CSR Communication Strategies and Brand Anthropomorphism

Toward effective CSR communication in controversial industry sectors