Unlocking Corporate Social Responsibility Communication through Digital Media

Camilleri, M.A. (2018). Unlocking Corporate Social Responsibility through Digital Media. In Lindgreen, A., Vanhamme, J., Maon, F. and Watkins, R. (eds) Communicating Corporate Social Responsibility in the Digital Era. Oxford, UK: Routledge.

36 Pages Posted: 27 Jun 2019

See all articles by Mark Anthony Camilleri

Mark Anthony Camilleri

University of Malta; University of Edinburgh

Date Written: May 25, 2018

Abstract

Businesses are increasingly embracing the dynamics of new digital technologies, as they communicate their policies and responsible initiatives through corporate websites, social media platforms and other interactive channels. The Web 2.0 is also considered as a vehicle for the marketing communications of laudable practices, including non-financial reporting. In this light, the methodology integrates measures from technological innovation and corporate social responsibility (CSR) to understand the rationale for using digital media to communicate about environmental, social and governance issues. A quantitative study amongst 202 owner-managers in the retail industry indicated that there is a positive and significant relationship between the perceived the ease of use and perceived usefulness of online media (for CSR disclosures) and stakeholder engagement. In addition, the findings revealed that the younger respondents were increasingly engaging in ubiquitous technologies. In conclusion, this contribution suggests that CSR communication is more effective when it is readily available online. It implies that there are opportunities for businesses to enhance their reputation and image as they engage with different stakeholders through digital media.

Keywords: CSR, Corporate Social Responsibility, Digital Media, Online CSR reporting, Technology Acceptance Model, Pace of Technological Innovation, CSR measures

JEL Classification: M00, M1, M10, M14, M16

Suggested Citation

Camilleri, Mark, Unlocking Corporate Social Responsibility Communication through Digital Media (May 25, 2018). Camilleri, M.A. (2018). Unlocking Corporate Social Responsibility through Digital Media. In Lindgreen, A., Vanhamme, J., Maon, F. and Watkins, R. (eds) Communicating Corporate Social Responsibility in the Digital Era. Oxford, UK: Routledge.. Available at SSRN: https://ssrn.com/abstract=3409790

Mark Camilleri (Contact Author)

University of Malta ( email )

Department of Corporate Communication,
Faculty of Media and Knowledge Sciences
Msida, MSD2080
Malta
79314808 (Phone)

HOME PAGE: http://https://www.um.edu.mt/profile/markacamilleri

University of Edinburgh

27 Buccheluech Place,
The Business School
Edinburgh, Scotland EH8 9JS
United Kingdom

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