This paper assesses how companies belonging to controversial and non-controversial industries differ in their adoption of corporate social responsibility (CSR) information and involvement strategies. Drawing on legitimacy and stakeholder theories, a thematic content analysis of the websites of companies listed in the Dow Jones Sustainability Word Index is used to establish a set of measures for CSR communication strategies aimed at fostering stakeholder engagement. Companies in controversial industries are found to be more likely to adopt a CSR information strategy than those in non-controversial industries but do not attempt to create stakeholder involvement.The results highlight the importance for communication managers in controversial organizations of considering information strategies as a meta-level of engagement and of implementing an involvement strategy to mitigate the level of controversy.The study offers a wider conceptualization of the business activities of controversial industries and contributes to the debate on stakeholder engagement for organizational legitimacy.

PurposeThe objective of this paper is to propose a taxonomy of sustainability communication (SC) topics that provide digital content managers with a guide for setting a sustainability content agenda and for fostering stakeholder engagement mechanisms on environmental, social and economic issues that increasingly characterize conversations on social media of all stakeholder groups.Design/methodology/approachTaxonomy is a conceptual and qualitative way used to classify and represent the corporate sustainability (CS) domain of knowledge. The taxonomy categories of SC topics are both theoretically and empirically derived, combining an in-depth literature review with a thematic content analysis of 300 web pages of the corporate websites of the top ten sustainable brands selected in “The 2019 GlobeScan-SustainAbility Leaders Survey.”FindingsThe analysis of the results led to the construction of a hierarchical dictionary of tags that categorizes all sustainability topics based on a new, four-dimensional conceptual structure: planet, people, profit and governance. Each dimension is organized in four groups of sustainability themes, which, in turn, group multiple topics, considered the smallest communication unit to develop the SC content.Practical implicationsThe taxonomy provides a concise and immediate conceptual framework on all those topics of broader interest, which, suitably modulated, can act as touch points with several groups of stakeholders. Drawn upon the best practices of thematic organization of SCs via the web, the taxonomy represents a guide for programming an editorial plan based on environmental, social, economic and governance issues from a sustainability content marketing perspective. The taxonomy of sustainability topics also finds application as a framework for a content intelligent system, providing a dictionary of tags that can be used for the indexing and retrieval of SC web content.Originality/valueThe study represents the first attempt at reaching a taxonomic organization of the sustainability aspects from a communicational perspective, supporting a new way of thinking and managing SC in the digital realm. Moreover, the results highlight, for the first time, that the Triple Bottom Line (TBL) theory, applied to corporate communications, lacks the governance aspect, which is essential to pursue sustainability consistently and effectively.

Purpose In the democratic digital environment, brand managers frequently deal with the unauthorized use of the brand by third parties. The phenomenon, known as brand hijacking, has been treated in different and sometimes conflicting ways in the academic and professional literature. The aim of this paper is to clarify the meaning of brand hijacking and to shed light on the various motivations and intentions underpinning the phenomenon. Design/methodology/approach A Delphi-based survey among both academic and professional experts was conducted to explore the key features of brand hijacking and expand existing theories. Findings The results of the Delphi survey enable the main brand hijacking actions to be mapped, based on two motivational axes (utilitarian–idealistic and destructive–constructive) and on the various intentions that guide the hijackers. The results help re-define the key elements of brand hijacking, through the lens of non-collaborative brand co-creation. Practical implications Managerial implications are presented in terms of the corporate response to the two main effects of hijacking, namely, brand reputational damage and brand repositioning. Originality/value The paper helps to shed light on the main components of brand hijacking, thus gaining expert consensus in refining the existent conceptualization in relation to a rapidly changing brand management scenario because of the gradual loss by brand managers of their traditional control.

PurposeFor companies that intend to respond to the modern conscious consumers' needs, a great competitive advantage is played on the ability to incorporate sustainability messages in marketing communications. The aim of this paper is to address this important priority in the web context, building a semantic algorithm that allows content managers to evaluate the quality of sustainability web contents for search engines, considering the current semantic web development.Design/methodology/approachFollowing the Design Science (DS) methodological approach, the study develops the algorithm as an artefact capable of solving a practical problem and improving the operation of content managerial process.FindingsThe algorithm considers multiple factors of evaluation, grouped in three parameters: completeness, clarity and consistency. An applicability test of the algorithm was conducted on a sample of web pages of the Google blog on sustainability to highlight the correspondence between the established evaluation factors and those actually used by Google.Practical implicationsStudying content marketing for sustainability communication constitutes a new field of research that offers exciting opportunities. Writing sustainability contents in an effective way is a fundamental step to trigger stakeholder engagement mechanisms online. It could be a positive social engineering technique in the hands of marketers to make web users able to pursue sustainable development in their choices.Originality/valueThis is the first study that creates a theoretical connection between digital content marketing and sustainability communication focussing, especially, on the aspects of search engine optimization (SEO). The algorithm of “Sustainability-contents SEO” is the first operational software tool, with a regulatory nature, that is able to analyse the web contents, detecting the terms of the sustainability language and measuring the compliance to SEO requirements.

The study explores whether the penetration, explicitness, and symbolic corporate social responsibility (CSR) communication practices of organizations are associated with the characteristics of the countries to which they belong. By focusing on the national business systems (NBSs) of Asian countries, the study analyzes the websites of companies based in Japan, the Republic of Korea, Mainland China, and Hong Kong, to address strategic-operational (penetration), discretionary-non-discretionary (explicitness), and substantial-symbolic (symbolic practices) dimensions of CSR communication. The findings suggest that online CSR communication in Asian mirrors national business profiles. In particular, CSR penetration and explicitness in companies located in different Asian countries vary, whereas CSR symbolic communication does not appear to be related to the specifics of each NBS. The research extends the understanding of CSR communication in Asia based on the NBS theory. The findings can indicate to Asian managers how they can make CSR communication more effective, in terms of penetration and explicitness, and how to avoid symbolic CSR practices. K E Y W O R D S Asia, CSR explicitness, CSR penetration, CSR symbolic practices, NBS