Communicating Corporate Social Responsibility in the Dgtl Era by Adam Lindgreen

Although literature on corporate social responsibility is vast, research into the use and effectiveness of various communications through dgtl platforms about such corporate responsibility is scarce. This gap is surprising; communicating about corporate social responsibility initiatives is vital to organizations that increasingly highlight their corporate social responsibility initiatives to position their corporate brands for both consumers and other stakeholders. Yet these organizations still sometimes rely on traditional methods to communicate, or even decide against communicating at all, because they fear triggering stakeholders�e� skepticism or cynicism. A systematic, interdisciplinary examination of corporate social responsibility communication through dgtl platforms therefore is necessary, to establish an essential definition and up-to-date picture of the field.

This research anthology addresses the above objectives. Drawing on marketing, management, and communication disciplines, among others, this anthology examines how organizations construct, implement, and use dgtl platforms to communicate about their corporate social responsibility and thereby achieve their organizational goals. The 21 chapters in this anthology reflect six main topic sections:

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• Challenges and opportunities for communicating corporate social responsibility through dgtl platforms.
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• Moving toward symmetry and interactivity in dgtl corporate social responsibility communication.
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• Fostering stakeholder engagement in and through dgtl corporate social responsibility communication.
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• Leveraging effective dgtl corporate social responsibility communication.
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• Dgtl activism and corporate social responsibility.
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• Dgtl methodologies and corporate social responsibility.
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