Purpose

This paper aims to explore the online corporate social responsibility (CSR) communication by domestic and global banks operating in the United Arab Emirates.

Design/methodology/approach

Through a qualitative content analysis, the study examines the strategies banks use to market their CSR initiatives on their corporate websites. CSR marketing strategies are classified with reference to Kotler and Lee’s (2005) categorization.

Findings

The analysis indicates that overall, all CSR marketing strategies, as proposed by Kotler and Lee (2005), are used by the domestic UAE banks with the most frequently used being cause-promotion, philanthropy and socially responsible business practices. Government owned and conventional banks display patterns congruent to the communications observed in the global sample. Islamic banks have a less diversified approach relying mostly on philanthropy with only one Islamic bank using four of the six strategies.

Originality/value

The present study provides insight into how CSR is communicated within one of the largest industries in the fast-growing economy of the UAE. The observations reported here could help corporate communication practitioners and managers in domestic corporations that contribute to the Islamic economy to understand how to benchmark better and to communicate more effectively about their CSR.

中文翻译：

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在阿拉伯联合酋长国穆斯林市场传播企业社会责任的营销策略：来自银行业的见解

目的

本文旨在探讨在阿拉伯联合酋长国运营的国内和全球银行的在线企业社会责任 (CSR) 沟通。

设计/方法/方法

通过定性内容分析，该研究检查了银行在其公司网站上推广其 CSR 举措的策略。企业社会责任营销策略的分类参考 Kotler 和 Lee (2005) 的分类。

发现

分析表明，总体而言，Kotler 和 Lee (2005) 提出的所有 CSR 营销策略都被阿联酋国内银行使用，其中最常用的是公益事业、慈善事业和对社会负责的商业实践。国有银行和传统银行显示的模式与在全球样本中观察到的通信一致。伊斯兰银行的多元化方法较少，主要依赖慈善事业，只有一家伊斯兰银行使用六种策略中的四种。

原创性/价值

本研究提供了有关企业社会责任如何在阿联酋快速增长的经济体中最大的行业之一中传播的见解。这里报告的观察结果可以帮助为伊斯兰经济做出贡献的国内公司的企业传播从业者和经理了解如何更好地进行基准测试并更有效地就其企业社会责任进行沟通。