Corporate Social Responsibility. CSR Communication as an Instrument to Consumer-Relationship Marketing

Table of Contents

1 INTRODUCTION

1.1 INTRODUCTION TO THE TOPIC

1.2 RESEARCH OBJECTIVES

2 THEORETICAL FRAMEWORK

2.1 BACKGROUND OF CORPORATE SOCIAL RESPONSIBILITY

2.1.1 Defining Corporate Social Responsibility

2.1.2 Historical Background to CSR

2.1.3 CSR in Europe

2.1.4 The Role of CSR Today

2.2 CSR AND CORPORATE PERFORMANCE

2.2.1 Linking CSR and Corporate Performance

2.2.1.1 Transactional Benefits

2.2.1.2 Relation-driven Benefits

2.2.1.3 Moderating Variables and Limitations to Consumer-related Potentials

2.2.2 CSR Communication as the Mediating Link

2.3 CSR COMMUNICATION

2.3.1 Critical Success Factors as Prerequisites to CSR Communication

2.3.2 Peculiarities of CSR Communication

2.3.3 Measures of CSR Communication

2.3.4 How to Communicate Using CSR

2.4 LINKING CSR AND CONSUMER-RELATIONSHIP-MARKETING

2.4.1 Consumer-Relationship Marketing and C-C Identification

2.4.2 Consumer-Company Identification

2.4.3 CSR and C-C Identification

2.4.4 Implications for CSR Communication

2.4.5 CSR, C-C Identification and Gender Differences

3 METHODOLOGY

3.1 RESEARCH APPROACH

3.2 SECONDARY RESEARCH

3.3 PRIMARY RESEARCH

3.3.1 Research Strategy

3.3.2 Research Sample

3.3.3 Design of Questionnaire

3.4 DATA ANALYSIS

3.4.1 Validity and Reliability of Primary Research

3.5 ETHICAL ISSUES

4 SURVEY

4.1 RESULTS

4.2 DISCUSSION OF FINDINGS

4.2.1 Personal Support and Perceived CSR Recognition

4.2.2 Consumer Awareness

4.2.3 Perception of CSR Communication

4.2.4 Implications for Effective CSR Communication

5 CONCLUSIONS AND RECOMMENDATIONS

5.1 CONCLUSIONS

5.2 LIMITATIONS AND RECOMMENDATIONS

Research Objectives and Themes

This thesis examines how corporations can communicate their Corporate Social Responsibility (CSR) initiatives more effectively to strengthen relational bonds with consumers, focusing specifically on the mediating role of consumer-company identification and the influence of gender on CSR perception.

• Theoretical conceptualization of CSR, communication challenges, and corporate performance.
• Primary research via a consumer survey among German students.
• Analysis of consumer awareness levels and receptiveness to CSR information.
• Evaluation of various CSR communication measures and their effectiveness.
• Investigation of gender differences regarding support and identification in the context of CSR.

Excerpt from the Book

Summary of Chapters

1 INTRODUCTION: This chapter introduces the increasing importance of CSR and sets the research objective to investigate how CSR can be communicated more effectively to strengthen consumer relationships.

2 THEORETICAL FRAMEWORK: This section builds the theoretical foundation by defining CSR, linking it to corporate performance, and examining the mediating role of communication and consumer-company identification.

3 METHODOLOGY: This chapter outlines the exploratory research approach and the design of the primary consumer survey conducted among German students.

4 SURVEY: This section presents the results of the primary research and discusses findings regarding consumer awareness, perceptions, and gender differences in CSR receptiveness.

5 CONCLUSIONS AND RECOMMENDATIONS: The final chapter summarizes the study's findings and provides recommendations for proactive CSR communication strategies and future academic research.

Keywords

Corporate Social Responsibility, CSR Communication, Consumer-Company Identification, Consumer-Relationship Marketing, Consumer Awareness, Corporate Performance, Gender Differences, Stakeholder Relations, Corporate Reputation, CSR Strategy, Trustworthiness, Consumer Behaviour, Cause-Related Marketing, Relationship Marketing, Proactive Communication

Frequently Asked Questions

What is the core focus of this research paper?

The paper focuses on the role of CSR communication as an instrument to strengthen consumer-relationship marketing, specifically examining how companies can address the challenge of consumer awareness and skepticism.

What are the central thematic fields covered?

Key themes include the theoretical framework of CSR, the link between CSR and corporate performance, the challenges of communication credibility, the impact of consumer-company identification, and the role of consumer awareness.

What is the primary goal of the study?

The primary goal is to answer the research question: "How can CSR be communicated more effectively with a view to strengthen relationships with consumers?"

Which research methodology was applied?

The research uses an inductive and exploratory approach, combining a comprehensive literature review with primary research in the form of a consumer survey among German students.

What topics are treated in the main part?

The main part covers the theoretical background of CSR, the "self-promoter's paradox," various communication measures (like reporting, websites, and advertising), and the influence of gender on CSR perception.

Which keywords define this work?

Central keywords include CSR communication, consumer-company identification, relationship marketing, consumer awareness, and corporate reputation.

How does gender affect the perception of CSR?

The study finds that women are significantly more receptive to CSR information and show stronger support for CSR initiatives compared to their male counterparts.

What is the significance of the "self-promoter's paradox"?

It highlights the credibility risk companies face; over-communicating their good deeds can backfire and lead to skepticism, while under-communicating can also result in being accused of having done nothing.

What role do CSR websites play?

Websites are identified as a primary tool for dialogue-oriented communication, yet the study notes that companies often underutilize these platforms by hiding CSR information.