A Study On Strategies Of Corporate Social Responsibility Communication On Websites

Companies communicate corporate social responsibility(CSR) with stakeholders, which are considered to be one of the important ways to shape company image. As one of the new media, there is increasing corporate website used to communicate CSR. However, with the purpose of shaping good image of a company, how to convey the CSR information to the stakeholders still remains to be answered in the academic research with the aspect of effectively communicating CSR information through company website page.This paper is trying to establish a concept framework of effective CSR communication based on the narrative theory by using the samples of top European brand websites which have China market. To test the feasibility of this communication concept framework, this paper discusses the contents of communication framework based on European multinationals website pages with the case study of the contents of CSR information and the design of the CSR website pages. The value in this paper is to supply strategies in shaping good brand image for companies. At the same time, it can also give some advice for Chinese companies how to utilize the website page to communicate and present its ideas and actions of CSR during the process of Chinese internationalization strategies.Companies should make efforts in two aspects to improve the performance of CSR communication in website page. One should create a proactive proposition in the content details of CSR, including six elements of true emotion, consensus, commitment, influence, motivation and CSR fit and also abiding by the principle of difference, conciseness, visualization and continuity. The other one is to design the CSR website page. It should highlight the CSR information in the dedication to CSR and communicate more CSR practice. Most importantly, it should enrich the types and scales of the CSR information, including understanding of CSR, disclosing information of environment, community, human right, stakeholders, performance in CSR and profits, setting up one case study data base, linking in annual report, CSR or sustainability and citizen report, CSR ranking, CSR honors, foundations, social media and so forth. Key Words: Corporate social responsibility, Website pages, CSR communication,...