Vol. 16, Issue 1, Jul-Dec 2023

Page: 25-32

COMMUNICATION EFFECTIVENESS IN CORPORATE SOCIAL RESPONSIBILITY: THE CASE OF CHINA

Jiayan Yu, Zebang Chen, Rui Xuan Liu, Zihan Gao

Received Date:

Accepted Date:

Published Date:

In todays increasingly self-centered society, corporate social responsibility (CSR) has received increasing attention from scholars, politicians, and the public. China is no exception. Chinas rapid economic development has cast a stronger spotlight on social contributions of corporations, for example social entrepreneurship. Given the important role played by CSR in society across the world, this study examines Chinese college students' attitudes toward CSR in China. The study investigates using a survey of 136 Chinese college students how they perceive the effectiveness of CSR communication by Chinese corporations. The study also considers those factors they perceive to be most important in terms of effective CSR communication. The study also evaluates any gender differences in results. The respondents generally had a favorable view of the communication effectiveness of CSR by Chinese corporations. They emphasized community involvement as the most important factor in terms of greater CSR communication effectiveness, with male students emphasizing social media communication and female students highlighting community involvement. The results have important practical implications for the Chinese government and corporations.

Back Download PDF

References

• Arvidsson, S. “Communication of Corporate Social Responsibility: A Study of the Views of Management Teams in Large Companies.” Journal of Business Ethics, Volume 96, Issue 3, pp 339– 354, October 2010.
• Diehl, S., Terlutter, R. & Mueller, B. “Doing good matters to consumers: the effectiveness of humane-oriented CSR appeals in cross cultural standardized advertising campaigns.” International Journal of Advertising, Volume 35, Issue 4, 2016.
• Eberle, E., Berens, G. & Li, T. “The Impact of Interactive Corporate Social Responsibility Communication on Corporate Reputation.” Journal of Business Ethics, Vol. 118, No. 4, Special Issue: on Responsible Business in Social Media, pp. 731-746, Dec. 2013.
• Hartman, L.P., Rubin, R.S., &Dhanda, K.K. “The Communication of Corporate Social Responsibility: United States and European Union Multinational Corporations.” Journal of Business Ethics, Volume 74, Issue 4, pp 373–389, September 2007.
• Heidinger, A. “About the role of CSR communication as a determinant of consumer attitudes towards brands.” Master Thesis CS, University of Twente, Hamburg, Oct. 2012.
• Huang, J. “Communicating Corporate Social Responsibility Through Social Media: An Analysis of the Facebook Pages of CSR Index Top 50 Companies.” A thesis presented to the graduate school of the University of Florida in partial fulfillment of the requirements for the degree of master of arts, University of Florida, 2012.
• Kafetsios, Konstantinos. 'Gender, social support, and well-being: Evidence from a Greek community sample.' University of Crete (2007): n.pag. Web. 11 Apr 2013.
• Lamberg, N. “External communication of corporate social responsibility initiatives in the case of the Deloitte Finland CoRe Champion Peru project.” Degree Programme in Business Management, Bachelor’s Thesis, Laurea University of Applied Sciences, July, 2012.
• Liaw, Shu-Sheng, and Hsiu-Mei Huang. 'A study of investigating learners attitudes toward elearning.' IPCSIT 12. (2011): n.pag. Web. 11 Apr 2013.
• Lim, M.H., Kang, Y.S., & Kim, Y. “Effects of Corporate Social Responsibility Actions on South Korean Adolescents’ Perceptions in the Food Industry.” Sustainability, 9, 176; doi:10.3390/su9020176, Aug. 2016.
• Nunnally, Jum. Psychometric Theory. 2nd ed. New York: McGraw-Hill, 1978. Print.
• Sharm, Y. “Role of Corporate Social Responsibility in Organization.” Journal of Business and Management, Volume 13, Issue 4, Sep. 2013.
• Skard, S. &Thorbjørnsen, H. “Is Publicity Always Better than Advertising? The Role of Brand Reputation in Communicating Corporate Social Responsibility.” Journal of Business Ethics, Volume 124, Issue 1, pp 149–160, September 2014.
• Zhou, George, and Judy Xu. 'Adoption of Educational Technology: HowDoes Gender Matter?” International Journal of Teaching and Learning in Higher Education 19.2 (2007): n.pag. Web. 11 Apr 2013.