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Utilization of CSR to build organizations’ corporate image in Asia: need for an integrative approach
Asian Journal of Communication ( IF 2.074 ) Pub Date : 2018-01-04 , DOI: 10.1080/01292986.2017.1420207 Augustine Pang 1 , May O. Lwin 2 , Chrystal Shu-Min Ng 2 , Ying-Kai Ong 2 , Shannon Rose Wing-Ching Chau 2 , Kristle Poh-Sim Yeow 2
Asian Journal of Communication ( IF 2.074 ) Pub Date : 2018-01-04 , DOI: 10.1080/01292986.2017.1420207 Augustine Pang 1 , May O. Lwin 2 , Chrystal Shu-Min Ng 2 , Ying-Kai Ong 2 , Shannon Rose Wing-Ching Chau 2 , Kristle Poh-Sim Yeow 2
Affiliation
ABSTRACT Corporate social responsibility (CSR) has been found to be a strong predictor of a favorable corporate image [Gray, 1986. Managing the corporate image: The key to public trust. London: Quorum Books]. Websites have become an essential communication platform [Dawkins, 2004. Corporate responsibility: The communication challenge. Journal of Communication Management, 9(2), 108–119]. This study aims to investigate how CSR can be used in enhancing organizational corporate image. Content analyses of 150 corporate websites of organizations in Asia headquartered in Singapore were conducted, followed by in-depth interviews with public relations (PR) practitioners to examine the motivations behind their CSR engagement. Findings showed that organizations utilized 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, recognizing the relevance of other CSR communication channels, and communicating CSR with authenticity. However, some organizations hesitate to use CSR communication to enhance their corporate image because they wanted to avoid being seen as using CSR as a promotional tool.
中文翻译:
利用企业社会责任在亚洲建立组织的企业形象:需要一种综合方法
摘要 企业社会责任 (CSR) 已被发现是良好企业形象的有力预测指标 [Gray,1986 年。管理企业形象:公众信任的关键。伦敦:Quorum Books]。网站已成为必不可少的沟通平台 [Dawkins, 2004。企业责任:沟通挑战。传播管理杂志,9(2),108-119]。本研究旨在探讨企业社会责任如何用于提升组织的企业形象。对总部位于新加坡的亚洲组织的 150 家企业网站进行了内容分析,随后对公关 (PR) 从业人员进行了深入访谈,以研究他们参与 CSR 的动机。调查结果表明,组织通过四种方式利用企业社会责任作为提升企业形象的手段:与利益相关者进行双向对话,与员工采取由内而外的沟通方式,认识到其他CSR沟通渠道的相关性,真实地传达CSR。然而,一些组织不愿使用 CSR 沟通来提升他们的企业形象,因为他们想避免被视为使用 CSR 作为宣传工具。
更新日期:2018-01-04
中文翻译:
利用企业社会责任在亚洲建立组织的企业形象:需要一种综合方法
摘要 企业社会责任 (CSR) 已被发现是良好企业形象的有力预测指标 [Gray,1986 年。管理企业形象:公众信任的关键。伦敦:Quorum Books]。网站已成为必不可少的沟通平台 [Dawkins, 2004。企业责任:沟通挑战。传播管理杂志,9(2),108-119]。本研究旨在探讨企业社会责任如何用于提升组织的企业形象。对总部位于新加坡的亚洲组织的 150 家企业网站进行了内容分析,随后对公关 (PR) 从业人员进行了深入访谈,以研究他们参与 CSR 的动机。调查结果表明,组织通过四种方式利用企业社会责任作为提升企业形象的手段:与利益相关者进行双向对话,与员工采取由内而外的沟通方式,认识到其他CSR沟通渠道的相关性,真实地传达CSR。然而,一些组织不愿使用 CSR 沟通来提升他们的企业形象,因为他们想避免被视为使用 CSR 作为宣传工具。