دانلود رایگان مقاله انگلیسی الگوهای ارتباطی مسئولیت اجتماعی شرکتی در یک بازار در حال ظهور - امرالد 2017

Abstract

Purpose – The purpose of this paper is to explore the concept of Corporate Social Responsibility (CSR) communication. This paper specifically aims at introspecting into CSR communication patterns in the Egyptian context, where the top ten companies in the Egyptian Stock Exchange–Environmental, Social and Governance Index (EGX-ESG) are sampled. Design/methodology/approach – The paper presents an exploratory study where content analysis of the communications of the ten top-listed companies in the ESG Index in Egypt was analyzed. Findings – The results showed that most companies are using the “stakeholder information” strategy, with the “stakeholder involvement” strategy being the least used. Research limitations/implications – The results are limited to the use of the content analysis method which is a qualitative methodology. Hence, the results should be generalized with caution. Practical implications – CSR communication is crucial to the success of companies, regardless of business size, industry or culture. Several aspects of CSR communication, to this day, remain vague for academics and practitioners alike. Therefore, additional insights about the topic should be generated. The present work aids in the understanding of CSR communication as a facet of organizational change and a new trend in emerging markets. Social implications – The current exploratory study sheds light on the topic of CSR communication in an important emerging market in transition, namely Egypt. The results of the communication strategies utilized by the top-listed companies can be generalized to other similar contexts. Originality/value – The majority of the studies conducted on this particular topic took place in the USA and Europe; hence, few insights are provided about the concept in emerging markets.

Conclusions

In conclusion, the present research aimed to synchronize the relevant literature on CSR communication as well as explore CSR communication reporting practices in terms of the CSR message content, CSR media channel, and the strategies that leading companies from a sustainability point of view adopt in practice. This serves as a cursor in setting the overall trends in the Egyptian context for that matter that had not been reviewed earlier.

Consumers are reportedly skeptical as to what drives companies to engage in CSR initiatives; profits or ethics, which is why companies need to engage in CSR communication practices to reduce consumer skepticism and establish trust. Subsequently, the CSR communication process was examined, in which the researchers highlighted important issues that should be considered in the process, such as, the CSR message content and CSR media channel. Three commonly-cited CSR communication strategies were examined in this research, which are stakeholder-information strategy, stakeholder-response strategy, and stakeholder-involvement strategy. These strategies highlight a shift from one-way communication models to two-way communication models in the CSR reporting practices, as well as recognize the need to involve stakeholders in identifying the CSR initiatives and social areas that need to be addressed. Despite the importance of two-way communication and subsequently of stakeholder involvement communication strategies, this is currently lagging in the Egyptian context. Based on our sample of the leading ten companies in the EGX-ESG index, the majority of the companies employ a stakeholder-information strategy; thereby favoring one-way communication.

Our research can be further expanded by exploring the advantages and drawbacks of each communication strategy in the Egyptian context. The research could also be extended to other developing countries in order to expand the literature on CSR in developing countries.