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This paper aims to introduce the special issue on CSR communication attached to the First International CSR Communication Conference held in Amsterdam in October 2011. The aim of the introduction is also to review CSR communication papers published in scholarly journals in order to make a summary of the state of CSR communication knowledge.

The existing literature on CSR communication was approached via systematic review. with a combination of conventional and summative qualitative content analysis. The final dataset contained 90 papers from two main business and management databases, i.e. EBSCOhost and ProQuest.

Papers were coded into three main categories. The results show that the majority of the papers are concerned with disclosure themes. Considerably less salient are papers that fall under process‐oriented themes and the outcomes/consequences of CSR communications. The most important outlets for CSR communication‐related topics are Journal of Business Ethics and Corporate Communications: An International Journal.

This paper represents the first attempt to perform a systematic and comprehensive overview of CSR communication papers in scholarly journals. Its value is in making this rather vast and heterogeneous literature more visible and accessible to all CSR communication scholars.

Organization legitimacy is a general reflection of the relationship between an organization and its environment. By adopting an institutional approach and defining moral legitimacy as “a positive normative evaluation of the organization and its activities”, the goal of this paper is to investigate which corporate communication strategy adopted in online social media is more effective to create convergence between corporations' corporate social responsibility (CSR) agenda and stakeholders' social expectations, and thereby, to increase corporate legitimacy.

Using the entire Twitter social graph, a network analysis was carried out to study the structural properties of the CSR community, such as the level of reciprocity, and advanced data mining techniques, i.e. topic and sentiment analysis, were carried out to investigate the communication dynamics.

Evidence was found that neither the engaging nor the information strategies lead to alignment. The assumption of the more the dialog, the more the communality seems to fail to portray the complexity of the communicational dynamics, such as the persistence of different, or simply a dialog without alignment. Empirical findings show that, even when engaging in a dialogue, communication in social media is still conceived as a marketing practice to convey messages about companies.

This paper originally investigates organizational legitimacy in the context of social media by applying advanced data‐mining techniques that allow the analysis of large amounts of information available online.

The purpose of the paper is to develop a new framework depicting the incorporation of concepts such as corporate social responsibility (CSR) within corporate communication as a process that called “institutionalization by translation”. The paper aims to develop a micro‐meso‐macro‐perspective to analyze why and how organizations institutionalize CSR with which effects.

The paper brings together institutional, sensemaking and communication theories. The paper builds on neo‐institutionalism to frame the external conditions that foster or hinder the institutionalization of CSR on the macro‐ and meso‐level. And the paper uses sensemaking and communication theories to describe this process on the meso‐ and micro‐level. The paper illustrates the analysis by describing the CSR strategies of a large European energy company.

CSR can be regarded as an empty concept that is based on moral communication and filled with different meanings. The analysis describes how CSR is internally translated (moralization and amoralization), which communication strategies are developed here (symbolic, dialogic, etc.) and that CSR communications are publicly negotiated. The analysis shows that the institutionalization of CSR bears not only opportunities, but also risks for corporations and can, therefore, be described as a “downward spirale of legitimacy and upward spiral of CSR institutionalization”. Finally, alternative ways of coping with external demands are developed (“management by hypocrisis” and “defaulted communication”).

The paper shows risk and explains more effective ways of building organizational legitimacy.

The originality lays in the macro‐meso‐micro‐perspective on the institutionalization of CSR. It allows the description of this process and its effects from the background of constraints and sensemaking and offers a new perspective on organizational legitimacy building.

Extant research on corporate social responsibility (CSR) communication primarily relies on a transmission model of communication that treats organizations and communication as distinct phenomena. This approach has been criticized for neglecting the formative role of communication in the emergence of organizations. This paper seeks to propose to reconceptualize CSR communication by drawing on the “communication constitutes organizations” (CCO) perspective.

This is a conceptual paper that explores the implications of switching from an instrumental to a constitutive notion of communication.

The study brings forth four main findings: from the CCO view, organizations are constituted by several, partly dissonant, and potentially contradictory communicative practices. From that viewpoint, the potential impact of CSR communication becomes a matter of connectivity of CSR to other practices of organizational communication. Communication practices that concern CSR should not be generally dismissed as mere “greenwashing” – given that some forms of talk can be action. Consequently, there is a need to investigate which specific speech acts create accountability and commitment in the context of CSR. The CCO view shows that CSR communication potentially extends the boundary of the organization through the involvement of third parties. Thus, it is fruitful to study CSR communication as a set of practices that aims at boundary maintenance and extension. Organizations are stabilized by various non‐human entities that “act” on their behalf. Accordingly, CSR communication should also take into account non‐human agency and responsibility.

This paper links the literature on CSR communication to broader debates in organizational communication studies and, in particular, to the CCO perspective. By applying the CCO view, it reconceptualizes CSR communication as a complex process of meaning negotiation.

The purpose of this paper is to examine how corporate social responsibility (CSR) transparency claims are propagating a belief in a modern panopticon for ensuring responsible corporate behavior. Corporations use transparency claims to cultivate the impression of full disclosure. The paper aims to explore why people believe transparency ensures responsible behavior from corporations as well as the negative effects of this pseudo‐panopticon.

The paper explores transparency in relation to CSR, CSR reporting, the internet, and activism and describes how their confluence produces pseudo‐panopticon.

The paper finds that the pseudo‐panopticon allows corporations to claim transparency in CSR communication and for stakeholders to accept that claim. The reality is that a minority of activist stakeholders bear the burden of ensuring true transparency by questioning disclosure.

Transparency should be seen as a process, and it fails if activists cannot create public awareness of CSR shortcomings. The challenge is to find ways to make transparency as a process work in a world where apathy and self‐deception, in part facilitated by the pseudo‐panopticon, work against the process.

The paper builds on the process view of transparency by developing its implications for CSR communication. The result is a novel approach to CSR reporting and transparency that contributes to other critical voices concerned about the value and effects of CSR communication.

The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion.

A 2×2 between‐subjects experimental design was used to examine the impact of STI and CSRC on output variables using an online sample of 176 participants in Australia.

The study found that manipulation of STI had a statistically significant impact on outcome variables, but that CSRC did not.

The study was limited to Australia and used a fictitious brand in the experiment.

For marketing communications and brand managers, this study informs CSR‐based corporate image advertising.

Support for more socially responsible businesses through responsible consumption can potentially transform product attributes and markets. More effective CSR communication is critical to this response.

To date, no research has examined how consumer persuasion of CSR advertising claims might be enhanced using message variables. This study has implications for theory and practice for the effective communication of pro‐social achievements, and suggests further research areas.

This study examines the perceived benefit of sustainable consumption from a consumer perspective. Communicating corporate social and environmental responsibility is beneficial from a company perspective; however, the advantages for consumers have not yet been sufficiently clarified. We investigated two well-being dimensions as the identified benefit of sustainability. Therefore, an experiment (n = 815) was conducted to identify the influence of different advertisements on social–environmental and emotional well-being while considering the moderating role of consumers’ value orientation. The results revealed that information about sustainability attributes had a significant effect on social–environmental well-being, while the emotionality of the communication had a significant effect on emotional well-being. These effects were partly moderated by consumers’ value orientation: the effect on social–environmental well-being increased with biosphere–altruistic value orientation, whereas the effect on emotional well-being slightly increased with self-enhancement value orientation.

The spotlight of this chapter is to understand the connection between public policy and corporate social responsibility (CSR); in other words – the institutionalization of CSR. What is the role of the government for setting standards and mandating for ensuring responsibility? The emerging accepted wisdom in policy and academic circles is that many sustainability solutions are likely to result from institutional (i.e., governance) reform. A perceptive on CSR evolving as an institution of broader societal governance appears as a promising opportunity to delve into at a point in time when conventional rules, actors, and markets that steered the global economy demonstrate to be undergoing credibility crisis. CSR therefore must be considered within the wider field of institutions for governing the corporation and the economy. This chapter is exploratory as it dwells into theoretical underpinning of emerging mandatory CSR as well as provides empirical mapping of corporate responses to the new enacted legislation. The CSR analysis presented is based on a content analysis of the information contained in the annual reports of some prominent companies, government documents, audits reports, companies websites, and newspaper reports, which will provide us evidences of responses of corporates toward the CSR provisions.