Growing corporate social responsibility communication through online social networking in Iran

Аннотация

Purpose – This purpose of this paper is to investigate Iranian manager’s perceptions towards the use of online social networking (OSN) for improving corporate social responsibility (CSR) communication. Design/methodology/approach – The websites and Facebook pages of 23 companies that had won National Excellence Awards for CSR were reviewed in 2011, and 15 managers from across these participated in a survey, to assess the extent these companies used online facilities to develop CSR practices. These interviews raised awareness of the potential of OSN, so company websites and Facebook pages were reviewed again in 2013 to assess changes to CSR and OSN practices. Findings – Despite recognition for their high level of awareness and implementation of CSR practices analysis of the initial surveys indicated that OSN uptake among the respondent companies was poor in 2011. Managers saw little value in using OSN to promote and engage with CSR; ho wever, the level of engagement and uptake had substantially increased by 2013