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Greening corporate identity: CSR online corporate identity reporting

Deborah Rolland (Department of Communication Studies, Unitec Institute of Technology, Auckland, New Zealand)
Jana O'Keefe Bazzoni (Department of Communication Studies, Weissman School of Arts and Sciences, Baruch College, City University of New York, New York, New York, USA)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 7 August 2009

7236

Abstract

Purpose

The purpose of this paper is to explore the motivations for and the impact of corporate social responsibility (CSR) online reporting on organisational identity development and stakeholder relationship management through corporate web communication and information strategies.

Design/methodology/approach

A content analysis method is utilised to critique evidence of the use and impact of online CSR reporting in three selected corporate web sites from the automotive industry. In particular, sustainability and environmental social responsibility reporting, evidence of stakeholder engagement and acknowledgement of societal concerns for corporate identity and reputation management are critiqued from a framework of persuasion and credibility alongside organisational role responsibility.

Findings

The findings concurred with current research in corporate communication that documents the significant rise in the use of corporate web sites for the reporting of CSR activities and in corporate attempts to acknowledge and respond to changing local/national and global societal expectations concerning business practices. The automotive industry web sites showed recognition of this increase in societal expectations, projection of a desired corporate identity and the subsequent monitoring of a consistent and accessible communication strategy directed at all stakeholders.

Research limitations/implications

While the findings reflect the literature, the evaluation of three selected global web sites within one industry sector only allows for conclusions reflecting generalisations. Future research will necessarily incorporate consideration of both traditional and contemporary national cultures, into such evaluations.

Originality/value

Exploring the traditional and non‐traditional motivations for CSR and their impact on CSR reporting for a globalised world.

Keywords

Citation

Rolland, D. and O'Keefe Bazzoni, J. (2009), "Greening corporate identity: CSR online corporate identity reporting", Corporate Communications: An International Journal, Vol. 14 No. 3, pp. 249-263. https://doi.org/10.1108/13563280910980041

Publisher

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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