AN INSIGHT INTO STAKEHOLDER-LED CSR COMMUNICATION
AN INSIGHT INTO STAKEHOLDER-LED CSR COMMUNICATION

Summary/Abstract: Although companies have always been engaged in communicating strategically with the main stakeholders, recent developments have shown that the corporate communication function has been redefined as a complex activity of communicating with both internal and external stakeholders. The authors use stakeholder theory to provide insight into CSR on-line communication by analyzing the content available to the general public of three major Romanian companies. The analysis shows that Romanian companies have adopted mainly the engagement rhetoric, one of the explanations being the fact that many domestic stakeholders still fail to understand the key role of CSR in developing corporate identity and reputation via on-line communication.

• Details
• Contents