Striving for Legitimacy through Corporate Social Responsibility

Dec
2012

posted by Karina | on Research | No comments

Featured In

CSR Research Digest – December 2012

Summary

Adopting a case study methodology, this research examines the characteristics of CSR strategies and CSR communication tactics of six oil companies. The research was carried out by analyzing their 2011–2012 web site content.

Key Findings

All six companies engaged in CSR activities addressing the needs of various stakeholders and had cross-sector partnerships.
CSR information on these companies’ web sites was easily accessible, often involving the use of multimedia technologies and sometimes social media platforms.
Furthermore, to boost the credibility of their CSR messages, these companies utilized a variety of tactics, such as factual arguments and two-sided messages.
In sum, this research unveils the interconnectedness among business strategy, CSR practices, and CSR communication in oil companies’ attempt to gain legitimacy in an environment of controversy.

Author(s)

S. Du and E. T. Vieira Jr.

Source

Journal of Business Ethics, 110 (4), 413-427

Registering / Logging In

Wordpress has recently added an additional layer of security. When you try to register or login, you will see a pop-up asking for a username and password. You need to enter "protected" (username) and "wordpress" (password). You should then be redirected to the registration or login page, where you can put in your details. Here you will also be asked to put in a Captcha code. Once you register, you will receive a password. Unfortunately, for now, you will still have to put in the same double verification when you login. Please let us know if you still experience problems.