Session 10, van Gorsel & Verhoeven
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Session 10, van Gorsel & Verhoeven



CSR Communication via New, Social & Mobile media

CSR Communication via New, Social & Mobile media



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    Session 10, van Gorsel & Verhoeven Session 10, van Gorsel & Verhoeven Presentation Transcript

    • Acting as responsible citizens;A presentation of CSRinitiatives on corporateweb sites in the Netherlands
    • Introduction• Corporate Social Responsibility ▫ The relationship between an organization and the society in which it operates ▫ The tool to legitimize an organization in the eyes of society
    • Research QuestionHow is Corporate Social Responsibility presented on corporate web sites in the Netherlands? ▫ How are Corporate Social Responsibility initiatives presented on a corporate web site? ▫ What frames does an organization use to communicate information concerning CSR to groups of interest?
    • Theoretical background• Motivations for CSR commitment ▫ Public Relations versus CSR• Stakeholder focus ▫ Different stakeholders, different interest• Responsibility for the value chain ▫ Increasingly complex markets• Framing ▫ News  Corporate web site ▫ Economic, legal, ethical, discrete
    • Methodology• 50 most valuable Dutch brands (2009)• Content analyses ▫ Content questions ▫ Framing questions
    • ResultsCSR information on corporate homepage 62%• Different ▫ Amount of CSR information  Unilever most information on CSR• Similair • Focus on stakeholders and triple bottom line  Employees & suppliers  ‘People’ & ‘Planet’
    • Results• Correlations between amount of CSR information and: ▫ RQ1: Disposition on the list of brands ▫ H1: CSR related issues mentioned ▫ H2: Stakeholders ▫ H3: Business sector
    • Results• Framing ▫ Average score for each frame:  Human interest frame .55  Environmental frame .53  Economic frame .14  Legal frame .25  Ehtical frame .56  Responsibility frame .77
    • Conclusion• Dutch organizations differ in the amount of CSR information on their corporate web site• Organizations who find CSR important enough to give information on CSR have a similair focus• CSR information is about… ▫ taking care of employees and suppliers ▫ caring for ‘People’ and ‘Planet’ ▫ taking responsibility for a greater role in society
    • Questions?