Abstract :
By engaging in corporate social responsibility (CSR) activities, companies can not only
generate favorable stakeholder attitudes and better support behaviors (e.g. purchase,
seeking employment, investing in the company), but also, over the long run, build
corporate image, strengthen stakeholder–company relationships, and enhance stakeholders’
advocacy behaviors. However, stakeholders’ low awareness of and unfavorable
attributions towards companies’ CSR activities remain critical impediments in companies’
attempts to maximize business benefits from their CSR activities, highlighting
a need for companies to communicate CSR more effectively to stakeholders. In light of
these challenges, a conceptual framework of CSR communication is presented and its
different aspects are analyzed, from message content and communication channels
to company- and stakeholder-specific factors that influence the effectiveness of CSR
communication.
