Why CSR communication also has good and negative consequences on a company's social responsibility?
Abstract views: 351
,
PDF downloads: 231
Keywords:
csr, communication, good and negative consequences, company's social responsibility
Abstract
The disparity between actual CSR initiatives and the extent to which they are conveyed will lead to a negative perception of the company and its operations. A good match between a high level of CSR communication and a high volume of CSR actions, on the other hand, should be helpful. The goal of this research is to determine why CSR communication has both positive and negative effects on corporate social responsibility. In this study, a survey using a quantitative approach was used as the strategy. Individuals exposed to higher levels of communication saw it more strongly (M = 4.01, SD = 0.93) than those exposed to lower levels of communication (M = 2.38, SD = 1.19), according to the results of an independent sample t-test, t (400) = 14.11, p.001. As a result, the deception was effective. In addition, we looked to see if the various experimental groups had differing perspectives on the scope of CSR initiatives. The cross tabulation demonstrated that 84.9 percent of single project participants and 91.0 percent of triple project participants correctly remembered the precise number of CSR activities, 2(1, n = 400) = 102.58, p.001. All CSR communications in this study were provided via screenshots of the company's fictional website, as well as Twitter and Facebook timelines, according to the study's findings. As a result, it's unclear how different modalities of communication affect CSR information processing and result in varied outcomes.
References
Barkemeyer, R. (2011). Corporate perceptions of sustainability challenges in developed and developing countries: constituting a CSR divide? In Social Responsibility Journal. Emerald Group Publishing Limited.
Barnett, M. L., Henriques, I., & Husted, B. W. (2020). Beyond Good Intentions: Designing CSR Initiatives for Greater Social Impact. Journal of Management. https://doi.org/10.1177/0149206319900539
Becker-Olsen, K., Cudmore, B., & Hill, R. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46–53.
Bhatia, A., & Makkar, B. (2020). Stage of development of a country and CSR disclosure–the latent driving forces. International Journal of Law and Management.
Boğan, E., & Sarıışık, M. (2020). Organization-related determinants of employees’ CSR motive attributions and affective commitment in hospitality companies. Journal of Hospitality and Tourism Management, 45, 58–66. https://doi.org/10.1016/j.jhtm.2020.07.004
Cornelissen, J. (2011). Corporate Communication: A Guide to Theory and Practice. In Corporate Communication: A Strategic ….
Du, S., Bhattacharya, C., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8–19.
Eisenegger, M., & Schranz, M. (2011). Reputation management and corporate social responsibility. In The handbook of communication and corporate social responsibility.
Ellen, P., Webb, D., & Mohr, L. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34(2), 147–157.
Gatti, L., Seele, P., & Rademacher, L. (2019). Grey zone in – greenwash out. A review of greenwashing research and implications for the voluntary-mandatory transition of CSR. International Journal of Corporate Social Responsibility. https://doi.org/10.1186/s40991-019-0044-9
Herzberg, P. Y. (2002). Zur psychometrischen Optimierung einer Reaktanzskala mittels klassischer und IRT-basierter Analysemethoden. Diagnostica.
Kim, S., & Manoli, A. E. (2020). Building team brand equity through perceived CSR: the mediating role of dual identification. Journal of Strategic Marketing, 1–15. https://doi.org/10.1080/0965254X.2020.1795912
Kodir, A., & Susilo, D. (2015). CSR dan PR: Sinergitas, Kritik, dan Diskursus Budaya Komunikasi Tanggung Jawab Perusahaan. Surabaya: CV. M-Brothers Indonesia.
Kriyantono, R. (2014). Teknik Praktis Riset Komunikasi. Prenada Media.
Lee, Y. (2020). Toward a Communality with Employees: The Role of CSR Types and Internal Reputation. Corporate Reputation Review, 23(1), 13–23. https://doi.org/10.1057/s41299-019-00069-x
Lin, Y.-T., Liu, N.-C., & Lin, J.-W. (2021). Firms’ adoption of CSR initiatives and employees’ organizational commitment: Organizational CSR climate and employees’ CSR-induced attributions as mediators. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2021.11.028
Michelle, A., & Susilo, D. (2021). The Effect of Instagram Social Media Exposure on Purchase Decision. ETTISAL: Journal of Communication, 6(1), 36–50.
Morsing, M., Schultz, M., & Nielsen, K. (2008). The ‘Catch 22’of communicating CSR: Findings from a Danish study. Journal of Marketing Communications, 14(2), 97–111.
Morsing, M., & Spence, L. J. (2019). Corporate social responsibility (CSR) communication and small and medium sized enterprises: The governmentality dilemma of explicit and implicit CSR communication. Human Relations. https://doi.org/10.1177/0018726718804306
Nugraheni, Y., & Widyaningrum, A. Y. (2019). Dinamika Sikap Warga atas Program CSR Bank Sampah Gunung Anyar Surabaya. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies). https://doi.org/10.25139/jsk.v3i1.1419
Octaviana, V., & Susilo, D. (2021). Impact of@ RaikuBeauty instagram campaign content on brand image. Jurnal Komunikasi Profesional, 5(3), 270–284.
Olanipekun, A. O., Omotayo, T., & Saka, N. (2021). Review of the Use of Corporate Social Responsibility (CSR) Tools. Sustainable Production and Consumption, 27, 425–435. https://doi.org/10.1016/j.spc.2020.11.012
Palazzo, G., & Richter, U. (2005). CSR Business as Usual? The Case of the Tobacco Industry. Journal of Business Ethics, 61(4), 387–401. https://doi.org/10.1007/s10551-005-7444-3
Pascua, D. S. (2020). Sustainable corporate social responsibility practices of business establishments in region 2, philippines. Journal of Critical Reviews. https://doi.org/10.31838/jcr.07.11.08
Putranto, T. D. (2019). Wacana Berita PT. Djarum dan Bulu Tangkis Indonesia. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies). https://doi.org/10.25139/jsk.v3i1.1052
Rozendaal, E., Lapierre, M., Van Reijmersdal, E., & Buijzen, M. (2011). Reconsidering advertising literacy as a defense against advertising effects. Media Psychology, 14(4), 333–354.
Salim, M. (2014). Tahapan Community Relations dalam Kegiatan CSR Konservasi Lingkungan (Studi Kasus terhadap Kegiatan CSR PT Djarum pada Konservasi Lereng Gunung Muria). Profetik: Jurnal Komunikasi, 7(1).
Su, R., Liu, C., & Teng, W. (2020). The heterogeneous effects of CSR dimensions on financial performance–a new approach for CSR measurement. Journal of Business Economics and Management, 21(4), 987–1009.
Susilo, D. (2021). AKSI-AKSI WARGANET PADA BERITA DARING: Cabaran pada Studi Posfeminisme dan Politik. Airlangga University Press.
Susilo, D., & Putranto, T. (2021). Olympic Games 2020: Discourse of the Japanese Government after Postponed in japantimes. co. jp. Jurnal Kajian Media, 5(1).
Tutaj, K., & van Reijmersdal, E. A. (2012). Effects of online advertising format and persuasion knowledge on audience reactions. Journal of Marketing Communications, 18(1), 5–18. https://doi.org/10.1080/13527266.2011.620765
Viererbl, B., & Koch, T. (2022). The paradoxical effects of communicating CSR activities: Why CSR communication has both positive and negative effects on the perception of a company’s social responsibility. Public Relations Review, 48(1), 102134. https://doi.org/10.1016/j.pubrev.2021.102134
Barnett, M. L., Henriques, I., & Husted, B. W. (2020). Beyond Good Intentions: Designing CSR Initiatives for Greater Social Impact. Journal of Management. https://doi.org/10.1177/0149206319900539
Becker-Olsen, K., Cudmore, B., & Hill, R. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46–53.
Bhatia, A., & Makkar, B. (2020). Stage of development of a country and CSR disclosure–the latent driving forces. International Journal of Law and Management.
Boğan, E., & Sarıışık, M. (2020). Organization-related determinants of employees’ CSR motive attributions and affective commitment in hospitality companies. Journal of Hospitality and Tourism Management, 45, 58–66. https://doi.org/10.1016/j.jhtm.2020.07.004
Cornelissen, J. (2011). Corporate Communication: A Guide to Theory and Practice. In Corporate Communication: A Strategic ….
Du, S., Bhattacharya, C., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8–19.
Eisenegger, M., & Schranz, M. (2011). Reputation management and corporate social responsibility. In The handbook of communication and corporate social responsibility.
Ellen, P., Webb, D., & Mohr, L. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34(2), 147–157.
Gatti, L., Seele, P., & Rademacher, L. (2019). Grey zone in – greenwash out. A review of greenwashing research and implications for the voluntary-mandatory transition of CSR. International Journal of Corporate Social Responsibility. https://doi.org/10.1186/s40991-019-0044-9
Herzberg, P. Y. (2002). Zur psychometrischen Optimierung einer Reaktanzskala mittels klassischer und IRT-basierter Analysemethoden. Diagnostica.
Kim, S., & Manoli, A. E. (2020). Building team brand equity through perceived CSR: the mediating role of dual identification. Journal of Strategic Marketing, 1–15. https://doi.org/10.1080/0965254X.2020.1795912
Kodir, A., & Susilo, D. (2015). CSR dan PR: Sinergitas, Kritik, dan Diskursus Budaya Komunikasi Tanggung Jawab Perusahaan. Surabaya: CV. M-Brothers Indonesia.
Kriyantono, R. (2014). Teknik Praktis Riset Komunikasi. Prenada Media.
Lee, Y. (2020). Toward a Communality with Employees: The Role of CSR Types and Internal Reputation. Corporate Reputation Review, 23(1), 13–23. https://doi.org/10.1057/s41299-019-00069-x
Lin, Y.-T., Liu, N.-C., & Lin, J.-W. (2021). Firms’ adoption of CSR initiatives and employees’ organizational commitment: Organizational CSR climate and employees’ CSR-induced attributions as mediators. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2021.11.028
Michelle, A., & Susilo, D. (2021). The Effect of Instagram Social Media Exposure on Purchase Decision. ETTISAL: Journal of Communication, 6(1), 36–50.
Morsing, M., Schultz, M., & Nielsen, K. (2008). The ‘Catch 22’of communicating CSR: Findings from a Danish study. Journal of Marketing Communications, 14(2), 97–111.
Morsing, M., & Spence, L. J. (2019). Corporate social responsibility (CSR) communication and small and medium sized enterprises: The governmentality dilemma of explicit and implicit CSR communication. Human Relations. https://doi.org/10.1177/0018726718804306
Nugraheni, Y., & Widyaningrum, A. Y. (2019). Dinamika Sikap Warga atas Program CSR Bank Sampah Gunung Anyar Surabaya. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies). https://doi.org/10.25139/jsk.v3i1.1419
Octaviana, V., & Susilo, D. (2021). Impact of@ RaikuBeauty instagram campaign content on brand image. Jurnal Komunikasi Profesional, 5(3), 270–284.
Olanipekun, A. O., Omotayo, T., & Saka, N. (2021). Review of the Use of Corporate Social Responsibility (CSR) Tools. Sustainable Production and Consumption, 27, 425–435. https://doi.org/10.1016/j.spc.2020.11.012
Palazzo, G., & Richter, U. (2005). CSR Business as Usual? The Case of the Tobacco Industry. Journal of Business Ethics, 61(4), 387–401. https://doi.org/10.1007/s10551-005-7444-3
Pascua, D. S. (2020). Sustainable corporate social responsibility practices of business establishments in region 2, philippines. Journal of Critical Reviews. https://doi.org/10.31838/jcr.07.11.08
Putranto, T. D. (2019). Wacana Berita PT. Djarum dan Bulu Tangkis Indonesia. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies). https://doi.org/10.25139/jsk.v3i1.1052
Rozendaal, E., Lapierre, M., Van Reijmersdal, E., & Buijzen, M. (2011). Reconsidering advertising literacy as a defense against advertising effects. Media Psychology, 14(4), 333–354.
Salim, M. (2014). Tahapan Community Relations dalam Kegiatan CSR Konservasi Lingkungan (Studi Kasus terhadap Kegiatan CSR PT Djarum pada Konservasi Lereng Gunung Muria). Profetik: Jurnal Komunikasi, 7(1).
Su, R., Liu, C., & Teng, W. (2020). The heterogeneous effects of CSR dimensions on financial performance–a new approach for CSR measurement. Journal of Business Economics and Management, 21(4), 987–1009.
Susilo, D. (2021). AKSI-AKSI WARGANET PADA BERITA DARING: Cabaran pada Studi Posfeminisme dan Politik. Airlangga University Press.
Susilo, D., & Putranto, T. (2021). Olympic Games 2020: Discourse of the Japanese Government after Postponed in japantimes. co. jp. Jurnal Kajian Media, 5(1).
Tutaj, K., & van Reijmersdal, E. A. (2012). Effects of online advertising format and persuasion knowledge on audience reactions. Journal of Marketing Communications, 18(1), 5–18. https://doi.org/10.1080/13527266.2011.620765
Viererbl, B., & Koch, T. (2022). The paradoxical effects of communicating CSR activities: Why CSR communication has both positive and negative effects on the perception of a company’s social responsibility. Public Relations Review, 48(1), 102134. https://doi.org/10.1016/j.pubrev.2021.102134
Published
2022-02-15
How to Cite
Ismail, R. S., Karyaningsih, Chin, J., & Prabowo, T. L. (2022). Why CSR communication also has good and negative consequences on a company’s social responsibility?. Jurnal Komunikasi Profesional, 6(1), 056-067. Retrieved from https://ejournal.unitomo.ac.id/index.php/jkp/article/view/4469
Issue
Section
Articles
Jurnal Komunikasi Profesional is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
1. Proposed Policy for Journals That Offer Open Access
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
2. Proposed Policy for Journals That Offer Delayed Open Access
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication, with the work [SPECIFY PERIOD OF TIME] after publication simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
