Most studies on corporate branding and image have focused on the influence of external com

Employees ' deep identification with an organization ' s identity has been shown toenhance commitment to the organization, jobrelated motivation and satisfaction, and organization-relevant citizenship behavior. Nonetheless, few studies have looked at how corporate identity influences -or is influenced by -employee participation in corporate social responsibility (CSR) programs. This qualitative, exploratory study examines this relationship by looking at DHL Asia-Pacific employees ' participation in the company ' s disaster response to the 2004 Asian tsunami. It shows that employee ' s participation in the disaster-response program -one of the pillars of DHL ' s CSR strategy -simultaneously feeds off and reinforces their experience of corporate identity. Over time, the interactions between participation in CSR and corporate identity form a self-reinforcing loop. The paper notes that close alignment between CSR strategy and corporate identity and internal communication are critical to the success of CSR programs. It concludes by noting the study ' s limitations and offering suggestions for future research.

This study explores the implications of the digital network society for public health communication and management through an empirical study on communication related to the transboundary haze crisis in Singapore. Using the Social Amplification of Risk Framework (SARF), the authors applied sentiment and thematic analysis on haze-related posts on an online discussion forum (HardwareZone) and a social networking site (Facebook), and to haze-related articles in The Straits Times (a newspaper). The study shows that the medium matters in social amplification of risk: Facebook had an effect on the amplification of emotions, while HardwareZone and The Straits Times did not. In addition, the results show that spikes in online risk amplification were strongly influenced by unprecedented events. They also suggest that anger expressed online may be linked to a sense of futility. Implications for practice and recommendations for future research are provided in the conclusion.

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