Assessing the impact of CSR initiatives can be a complex task for marketers given the variety of methods of communicating about CSR as well as the broad range of stakeholders that CSR initiatives might interest. Social media helps increase the visibility and credibility of CSR communication and provides new ways of reaching and involving stakeholders in CSR initiatives. Using data collected and coded from Facebook pages of the Top 100 Global Brands, the authors introduce a new measure of effectiveness for CSR communication; CSR communication productivity (CCP). The findings indicate that CCP has a positive impact on firm performance (Tobin’s Q). The authors also investigate the impact of External Stakeholder Involvement in CSR initiatives. The results suggest that when external stakeholders are involved in an organization’s CSR initiatives, both CCP and firm performance (Tobin’s Q) improve. In addition, third-party evaluations of CSR performance positively moderate the impact of External Stakeholder Involvement on CCP. These findings offer contributions to CSR communication and social media marketing theories. They also have implications for marketing managers regarding how to measure and benchmark CCP, and how to maximize returns by involving external stakeholders in CSR efforts.

考虑到关于企业社会责任的交流方法多种多样，以及企业社会责任倡议可能感兴趣的广泛利益相关者，评估企业社会责任倡议的影响对于营销人员而言可能是一项复杂的任务。社交媒体有助于提高CSR沟通的知名度和可信度，并提供新的方式来使利益相关者参与CSR计划并使之参与。利用从全球品牌100强中收集并编码的数据，作者介绍了一种新的衡量企业社会责任沟通有效性的方法。CSR通信生产力（CCP）。研究结果表明，CCP对公司绩效具有积极影响（Tobin's Q）。作者还研究了外部利益相关方参与企业社会责任倡议的影响。结果表明，当外部利益相关者参与组织的CSR计划时，CCP和公司绩效（Tobin's Q）均得到改善。此外，第三方对企业社会责任绩效的评估积极地减轻了外部利益相关者参与对CCP的影响。这些发现为企业社会责任沟通和社交媒体营销理论做出了贡献。它们也对营销经理产生影响，包括如何衡量和确定CCP基准，以及如何通过让外部利益相关者参与CSR努力来最大程度地获得回报。