Cultural background in CSR communication
Cultural background in CSR communication

Summary/Abstract: In business practice there are many admitted measures which serve to evaluate the favourable outcome of socially responsible activities. But an equally important criterion is the effectiveness of communication in this regard and the ability to reach the consciousness of stakeholders. Their perception translates into the image of an organization; as well as it helps to build long-term relationships based on trust. Communication is embedded in cultural patterns and social system. This is why the analysis of cultural factors in CSR communication is so important. The purpose of the article is to define research hypotheses concerning the culture’s impact on CSR communication and its implications for: a) building organization’s relationships with groups of stakeholders; b) building a consistent image of an organization on different markets and geographic regions; c) evaluating the effectiveness of CSR activities. As a basis for formulating hypotheses; Hofstede’s model has been adopted. It is assumed that each dimension of culture has a potential impact on different aspect of CSR communication.

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