At a time when corporations are facing increasing pressures to devise and implement corporate social responsibility (CSR) programs and deal with societal issues, Communicating Corporate Social Responsibility: The Trust Factor explores theoretical frameworks and practical applications for creating trust between organizations and key stakeholders. By examining the effects of corporate social responsibility on social media engagement and purchase intention, Kristie Byrum navigates who should carry the CSR message and offers guidance on appropriate channels for communication. Byrum provides a robust communication model that considers the delicate value of trust in the context of corporate social responsibility communication and delivers insights regarding how organizations can plan and execute corporate communications approaches that consider the appropriate source and channel. Scholars of communication, public relations, and leadership will find this book of particular interest.
Kristie Byrum is associate professor in the Media and Journalism Department at Bloomsburg University of Pennsylvania.
Table of Contents
Chapter 1: Reputation
Chapter 2: Overcoming Skepticism with a Corporate Social Responsibility Communication Process Model
Chapter 3: Source Credibility
Chapter 4: Information Credibility
Chapter 5: Social Media Engagement
Chapter 6: Purchase Intention
Chapter 7: Measurement
Chapter 8: Conclusion
About the Author