The Impact of Corporate Social Responsbility on Corporate Reputation

From the literature, various studies on CSR messages have been conducted on different industries (travel, tourism, cars, airlines, media, hospitality, telecommunications, etc.) and in different countries (Brouwer, Brander & van Beukering, 2008, Casado-Diaz, et al., 2014; Champoux & McGlynn, 2012; Coles et al., 2014; Fenclova & Coles, 2011; Kang et al., 2010; Lee & Park, 2009; Sheldon & Park, 2010). The present study focuses on global companies in the A & D industry who communicate CSR messages via social media networks. It examines how companies communicate CSR actions via social media to effectively enhance company reputation. To examine CSR content which is communicated through social media networks, the following research questions were defined for the present study:

  1. Is there a link between the use of social media to deliver CSR messages and a company’s reputation? 
  2. What message content delivered via social media impacts corporate reputation the most?  
  3. Is there a relationship between a firm’s social media reputation and sales revenue? 

These questions were analyzed through six CSR message indicators, namely, environment, community relations, diversity, employee relations, human rights, and client comments. 

Abstract: 

Corporate social responsibility (CSR) is increasingly more important for firms in today’s global marketplace and effective communication of CSR initiatives is vital toward enhancing a company’s reputation and its sales revenues. With this consideration, the reputations of firms in the Aerospace and Defense (A & D) industry worldwide, in conjunction with their use of social media were examined to validate a link between the use of social media to communicate CSR activities and a firm’s reputation ranking.

Methodology involved a qualitative content analysis of the online and social media presence of the top 20 A & D companies from the Deloitte Toche Tohmatso Limited (DTTL) 2014 Global A & D financial performance study. Data from six indicators of CSR: environment, community relations, diversity, employee relations, human rights, and client comments was examined.

According to the findings, firms utilizing social media for CSR communication should expect improved reputation ratings.  All top 20 A & D companies publish at least four CSR indicators on social media platforms.  The conclusion reached is that while CSR content via social media can lead to higher reputation ratings, companies need to strategically choose the ideal number of CSR indicators, to position themselves in the global marketplace. 

This publication has been peer reviewed.
Publication Type: 
Journal Article
Authors: 
McGunagle, D.M.
Button, D.K.
Zizka, L.
Year of Publication: 
2016
Journal, Book, Magazine or Other Publication Title: 
i-Manager's Journal of Managment
Volume: 
10
Issue: 
4
Publisher: 
i-Managers Journal of Management
Publication Language: 
English
ISBN Number: 
0973-5054
Boyer's Domain: 

2021

Articles/Blogs

Journal of Leadership Studies-Symposium Piece-Relational Leadership: Perspectives of Key Constructs on Diversity, Inclusion, and Social Equity in Higher Education

Psychology Today
Blog Posts Published

Conferences

American Psychological Association Conference-Utilizing Clinical Hypnotherapeutic Intervention with CBT to Treat Pandemic-Aug. 13-2021 Symptomology

ILA Conference Geneva Switzerland 2021
Presenter -Topic-"The Stress Arc in Leadership and 3 Powerful Disciplines for Mitigating Major Stress Impacts in a New Era"-Upcoming
Presenter -Topic-“Improving Higher Education’s Role in Diversity and Social Equity through Relational Leadership in the New Era”-Upcoming
Presenter-Topic-"Healthcare Leadership-Using Virtuous Leadership in Chaos to Reimagine Beneficial Practices of Employee Cognitive Psychology"-Upcoming
 
2021-Knowledge Without Boundaries National Summit-College of Doctoral Studies Research Conference-University of Phoenix-Panel Discussion-"Exploring Emergent Trends in Leadership and Education"-Based on published symposia article from the Journal of Leadership Studies- https://onlinelibrary.wiley.com/doi/full/10.1002/jls.21734