Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14279/29896
Title: CSR communication and international marketing: Insights from the COVID-19 pandemic
Authors: Farmaki, Anna 
Hadjielias, Elias 
Olya, Hossein 
Taheri, Babak 
Drotarova, Maria Hadjielia 
Major Field of Science: Social Sciences
Field Category: Economics and Business
Keywords: Content analysis;COVID-19 pandemic;Crises;CSR communication;International marketing;Twitter
Issue Date: 1-Jan-2022
Source: International Marketing Review, 2022
Abstract: Purpose: The purpose of this study is to analyze the corporate social responsibility (CSR) communication of the Fortune top-100 companies during the coronavirus disease 2019 (COVID-19) pandemic. Specifically, the authors examine the messages of international companies' CSR communication to customers during the pandemic, focusing particularly on the companies' posts on Twitter. In addition to identifying what international companies communicate, the authors determine the motives of companies' COVID-19-related CSR communication as well as how companies strategically approach CSR communication. Design/methodology/approach: Using Nvivo, the authors carried out content analysis of the COVID-19-related tweets of the Fortune top-100 companies using Twitter's ‘advanced search’ tool. The analysis included tweets posted between 1 February 2020 and September 2021, a period that represents the peak of the pandemic. Findings: Study findings indicate that COVID-19-related CSR responses of international companies are driven by commitment to organizational values, attainment of recognition for timely response to COVID-19, altruistic motives to combat COVID-19 and congruence with social movements that create expectations from customers to respond to the COVID-19 pandemic. Most companies adopt a response strategy to CSR communication, by informing customers of their COVID-19 responses in relation to several issues such as alterations in companies' processes and the impacts of the pandemic on health. Practical implications: The study suggests that the CSR practices of companies should be strategically embedded in organizations' international marketing plans and not remain just on-off responses to crises should marketing-related benefits be obtained. Several recommendations are made to strengthen companies' adoption of a proactive, engagement-oriented approach to CSR communication. Originality/value: The CSR communication of international companies during external crises has not been sufficiently studied in relation to international marketing, as most studies considered internal corporate crises. Focusing on an external crisis (COVID-19 pandemic) with global impacts, this study advances existing knowledge on international companies' CSR communication to their customers. Additionally, this study offers new insights on the role of integrated, coordinated and consistent CSR messages and strategies, which are targeted to the needs and expectations of domestic and international customers in response to COVID-19 pandemic.
URI: https://hdl.handle.net/20.500.14279/29896
ISSN: 02651335
DOI: 10.1108/IMR-12-2021-0375
Rights: © Emerald Publishing Limited.
Attribution-NonCommercial-NoDerivatives 4.0 International
Type: Article
Affiliation : Cyprus University of Technology 
University of Sheffield 
Nottingham Trent University 
Publication Type: Peer Reviewed
Appears in Collections:Άρθρα/Articles

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