Article2018

Corporate Social Responsibility (CSR) communication patterns in an emerging market

Noha M. El-Bassiouny · Menatallah Darrag · Nada Zahran

28 citations0/0 files storedJournal of Organizational Change Management

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Corporate Social Responsibility Reporting Public Relations and Crisis Communication Corporate Social Responsibility and Sustainability

Abstract

Purpose The purpose of this paper is to explore the concept of Corporate Social Responsibility (CSR) communication. This paper specifically aims at introspecting into CSR communication patterns in the Egyptian context, where the top ten companies in the Egyptian Stock Exchange–Environmental, Social and Governance Index (EGX-ESG) are sampled. Design/methodology/approach The paper presents an exploratory study where content analysis of the communications of the ten top-listed companies in the ESG Index in Egypt was analyzed. Findings The results showed that most companies are using the “stakeholder information” strategy, with the “stakeholder involvement” strategy being the least used. Research limitations/implications The results are limited to the use of the content analysis method which is a qualitative methodology. Hence, the results should be generalized with caution. Practical implications CSR communication is crucial to the success of companies, regardless of business size, industry or culture. Several aspects of CSR communication, to this day, remain vague for academics and practitioners alike. Therefore, additional insights about the topic should be generated. The present work aids in the understanding of CSR communication as a facet of organizational change and a new trend in emerging markets. Social implications The current exploratory study sheds light on the topic of CSR communication in an important emerging market in transition, namely Egypt. The results of the communication strategies utilized by the top-listed companies can be generalized to other similar contexts. Originality/value The majority of the studies conducted on this particular topic took place in the USA and Europe; hence, few insights are provided about the concept in emerging markets.

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References

2006Using thematic analysis in psychology 2004Case Study Research 2006Demonstrating Rigor Using Thematic Analysis: A Hybrid Approach of Inductive and Deductive Coding and Theme Development 1991The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders 2010Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication 2007Qualitative Data Analysis with NVivo 2019An Introduction to Research Methods 2006Corporate social responsibility communication: stakeholder information, response and involvement strategies

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