Building positive internal and external stakeholder perceptions through CSR storytelling

Hall, Kelly R.; Harrison, Dana E.; Obilo, Obinna

doi:10.1080/0965254x.2021.1895289

Cited by 19 publications

(7 citation statements)

References 106 publications

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“…For external communication, it has been hypothesized that CSR storytelling has positive effects on the corporate brand and that corporate social responsibility can serve as a differentiating factor [32]. In general, sustainability communication aims to inform various external stakeholders about the efforts and activities of the company or engage in a dialogue with the public [33,34].…”

Section: External Sustainability Communication In Companiesmentioning

confidence: 99%

Thinking Out Loud? Internal vs. External Communication of Sustainability in Companies

Offermann,

Rohowsky,

Ziefle

2024

Sustainability

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Climate change is already having a significant impact, and Germany, the EU’s largest emitter of carbon dioxide, is experiencing this firsthand, prompting adaptation measures in cities. German companies must balance social and environmental responsibility with economic goals. Achieving sustainable business goals requires employee support and engagement, which can be facilitated through internal and external communication using storytelling and narratives. This paper addresses a gap in research on internal and external sustainability communication by examining both simultaneously. Using a semi-structured interview study, the paper examines the current state of sustainability communication in selected German companies, focusing on addressees, channels, structure, and content. The results revealed a high relevance of sustainability in companies, identified similarities between internal and external characteristics of communication, but also highlighted specific differences (e.g., with regard to communication strategies). This paper also identifies effects of communication and areas for improvement and suggests directions for future research to improve sustainability communication and its role in promoting a more sustainable society.

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Section: External Sustainability Communication In Companiesmentioning

confidence: 99%

Thinking Out Loud? Internal vs. External Communication of Sustainability in Companies

Offermann,

Rohowsky,

Ziefle

2024

Sustainability

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“…In this sense, sharing an emotional story or narrative increases the likelihood of others feeling similarly (Berger, 2014). Thus, individuals may enhance their connections with others by talking about CSR activities (Hall et al, 2021). We, therefore, contend that when CSR associations increase, individuals will be more motivated to share the CSR message for social bonding reasons.…”

Section: Motivations To Share Corporate Social Responsibility Informa...mentioning

confidence: 99%

Consumer motivations for engaging with corporate social responsibility on social media

Aguirre

Maya

Vidal

et al. 2023

SJME

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Purpose This study aims to analyze consumer motivations to share information about corporate social responsibility (CSR) activities through electronic word of mouth. It examines the roles of self-enhancement, identity signaling and social bonding as antecedents of consumers’ CSR engagement on social media. Design/methodology/approach A quantitative approach is used with a single-factor between-subjects experimental design in which the presence vs absence of CSR information on a company website is manipulated. The hypotheses are tested through structural equation modeling. Findings Results show that after viewing the company’s CSR message on its website, consumers who generated more CSR associations were more motivated to engage with the CSR information to satisfy fundamental personality traits (need for self-enhancement) and social relationship motivations (social bonding), which increased their intention to share the information. Research limitations/implications This study is restricted to CSR information on websites. Further research should consider what happens if such information is shared on social media, as consumers are more likely to spread CSR messages when they are shared by other public social network sites. Practical implications The study highlights the relevance of including CSR information on websites and offers insights into the importance of considering consumers in disseminating CSR information. Consumers share information when they have personal motivation for doing so. Social implications This study put the focus on the role of consumers in the diffusion of corporate information. Originality/value The results show the importance of personal motivations such as self-enhancement and social bonding in sharing CSR information on social media.

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“…CSR is becoming increasingly important for companies as consumers and stakeholders demand more ethical and sustainable practices. Embracing CSR can significantly impact a company’s brand value (Hall et al , 2021; Kim and Manoli, 2022; Pope and Kim, 2022).…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

“…One possible reason is that previous studies have considered only the one-way relationship between CSR and brand value without considering the possibility that the two influence each other and that an endogenous relationship exists. For instance, Hall et al (2021) and Dai and Reich (2022) examine only the one-way impact of CSR on brand value, ignoring the fact that the influence of CSR on brand value is not one-way and there may be a lag effect. A solid commitment to social responsibility can enhance a brand's reputation and goodwill, leading to increased customer loyalty and higher sales.…”

Section: Introductionmentioning

confidence: 99%

Corporate social responsibility, brand value and corporate governance: new evidence from a 3SLS model

Jia

Wang

2023

CMS

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Purpose Taking a dynamic endogenous perspective, this study aims to examine neglected endogeneity issues in the relationship between corporate social responsibility (CSR) and brand value and the relationship’s moderation by corporate governance. Design/methodology/approach The study uses the three-stage least squares (3SLS) method on 990 samples of the 110 most valuable listed companies published by the World Brand Lab for 2013–2021 to empirically test the two-way interactive endogenous relationship between CSR and brand value. Findings The findings reveal that increasing investment in CSR increases brand value in the current period, which prompts companies to reduce investment in social responsibility, resulting in a decline in future brand value. Concerning the moderating effect of corporate governance variables, the size of the board of directors and the board’s proportion of independent directors positively regulate the relationship between CSR and brand value. By contrast, the proportion of executive shareholdings has a negative impact. Originality/value This study’s findings complement previous studies on endogeneity in the relationship between CSR and brand value, and enrich the literature on corporate governance, CSR and brand value as a whole. In addition, the study uses the 3SLS method, which avoids endogeneity problems and eliminates the one-sidedness of the subjective selection of instrumental variables.

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Building positive internal and external stakeholder perceptions through CSR storytelling

Cited by 19 publications

References 106 publications

Thinking Out Loud? Internal vs. External Communication of Sustainability in Companies

Thinking Out Loud? Internal vs. External Communication of Sustainability in Companies

Consumer motivations for engaging with corporate social responsibility on social media

Corporate social responsibility, brand value and corporate governance: new evidence from a 3SLS model

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