Corporate image: role of CSR as a communication motivator

Authors
Ng Shu Min Chrystal, Ong Ying Kai, Shannon Rose Chau Wing Ching & Yeow Poh Sim Kristle

Supervisors
Assoc Prof Augustine Pang & Assoc Prof May O. Lwin

Year
2014

Abstract

The key objective of this study was to investigate how CSR (Corporate Social Responsibility) can be used as a driver in enhancing organisational corporate image from the corporate communication practitioners’ perspective. A content analysis of 150 corporate websites of local and foreign organisations in Singapore was first conducted to examine CSR communication of local and foreign organisations online. A second study involved in-depth interviews with 24 corporate communications practitioners in Singapore to examine the motivations behind their CSR engagement. Findings show that both local and foreign organisations identified identical primary CSR themes, as well as similar motivations for CSR engagement. It was also revealed that organisations in Singapore utilise CSR as a means to enhance corporate image via four ways: engaging in two-way conversations with stakeholders, adopting an inside-out communication approach with employees, recognising the relevance of other CSR communication channels, and communicating CSR with authenticity.

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http://hdl.handle.net/10356/59579