This paper presents findings of a study in relationship management in public relations practice. As relationships are always changing, consultants and clients need to constantly…
Abstract
This paper presents findings of a study in relationship management in public relations practice. As relationships are always changing, consultants and clients need to constantly adapt in order to develop relationship characteristics such as trust. This paper argues that, although trust is one component of consultant‐client relationships it is not the key element in public relations practice. In the Australian study reported in this paper, consultant‐client relationships were primarily conducted and managed as business‐tobusiness transactions where trust developed or declined according to the results and outcomes of project and programme management. The paper contends that trust can assist in the development and maintenance of relationships when understood and valued in the same way by clients and their public relations consultant. While this understanding remains unclear, trust will be connected mainly to outcomes and not to the development of relationships.
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To understand the communication important to social capital development and community engagement in regional communities and its relevance to corporate social responsibility (CSR).
Abstract
Purpose
To understand the communication important to social capital development and community engagement in regional communities and its relevance to corporate social responsibility (CSR).
Methodology/approach
Qualitative approach including focus groups and semi-structured interviews. Case studies of three regional Australian and Canadian communities at different stages of community development.
Findings
Communication, both traditional and in new media forms such as social media, was important to social capital development provided that it was diverse, appropriate to community needs and extended its reach to community members to include those who were marginalised. Access and skill issues affected some community members’ engagement when they attempted to use social media, although the increasing use of social media as a connector was observed. These findings have implications for organisations’ CSR, as organisations can be responsive to their communities if they also communicate and engage with them for mutual benefit.
Research limitations/implications
A pilot, exploratory study that highlighted the varied context of community social capital and the diversity of communication that engages and includes community members; ongoing research is in progress to gain understanding of regional communities’ connections and networks, and how to strengthen them and how stakeholders are identified and supported.
Practical implications
The study indicated that it is important to explore all communication avenues and extend the reach and participation of community communication through diverse channels including social media. The research provided some good examples where organisations support and encourage community social capital development – this underpins the success of other programmes such as CSR programmes.
Social implications
To develop sound networks and relationships where organisations and their communities develop trust, deal with issues and collaboratively problem solve. Social capital develops and supports other forms of capital – without it organisations may be too focused on ‘doing good’ rather than ‘being good’.
Originality/value
This chapter provides insight into communication layering and the context of social capital development for effective communication in regional communities. Social responsiveness is possible when organisations understand their community; this chapter puts forward the notion that organisations are members of their communities so that their social capital is important to all they do, including their planning and delivery of CSR programmes.
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Chia‐Huh Joy Liang, Hung‐Bin Chen and Ming‐Yang Wang
This paper aims to show the need for tourism researchers to identify clearly units of observation and measurement.
Abstract
Purpose
This paper aims to show the need for tourism researchers to identify clearly units of observation and measurement.
Design/methodology/approach
Using examples focusing on international tourism, discussion shows how terms commonly used in tourism research can be vague, ambiguous or invalid for formulating theory or analysis or for generating and presenting research results.
Findings
A tourism research best practice is needed regarding identifying populations and observation and measurement units so ambiguous or invalid use of terms like person, visits, visitor and travelers does not occur and specific terms, for example, person‐visit, person‐visit‐day and party‐visit are used to communicate clearly.
Originality/value
The paper clarifies the necessity of using terms like person‐visit, person‐visit days and nuclear‐family party visit to give research clear meaning and, in some cases, to avoid propagating questionable or invalid analysis.
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Ralph Tench, William Sun and Brian Jones
This chapter is to introduce to the reader the background, purpose, core themes and structure of the volume. Brief summaries of all the following chapters in the book are provided.
Abstract
Purpose
This chapter is to introduce to the reader the background, purpose, core themes and structure of the volume. Brief summaries of all the following chapters in the book are provided.
Design/methodology/approach
Literature review and desk research.
Findings
This chapter suggests that CSR communication as a cross-section of communication studies and CSR research should be highlighted as an important subject of inquiry to bridge the communicative gap between businesses and their stakeholders as well as the public at large. An initial theoretical framework on CSR communication is presented.
Research implications
A general research direction is provided for CSR communication. It encourages more future scholarly studies in this emerging and fascinating field.
Social/practical implications
The overall purpose is to help grow knowledge and develop understanding of the ways in which businesses communicate CSR.
Originality/value
It is the first time in the field of CSR communication that a relatively comprehensive and systematic framework is presented. The chapters that follow in the book cover many contents of the framework.
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Austin Chia, Kim Doyle and Margaret L. Kern
Drawing upon a contractarian lens of corporate social responsibility (CSR), this study aims to explore community construals of happiness and evaluates conceptual boundaries of CSR…
Abstract
Purpose
Drawing upon a contractarian lens of corporate social responsibility (CSR), this study aims to explore community construals of happiness and evaluates conceptual boundaries of CSR for happiness.
Design/methodology/approach
Using a mixed-methods design, natural language processing and thematic analysis techniques were used to analyse large volumes of textual survey data collected from over 1,000 research participants through an online survey.
Findings
Results indicated that lay construals of happiness were primarily defined in terms of socioeconomic conditions and psychoemotional experiences. In explicating the boundary conditions, community perceptions regarding the extent of businesses’ social responsibilities for happiness were evidenced in five themes: that businesses have a responsibility not to harm happiness, a responsibility to enable conditions for happiness to occur, a responsibility to exercise awareness of happiness implications in decision-making, a responsibility for happiness that is limited by strategic purpose and resource capability and a responsibility for happiness that is limited by stakeholder proximity.
Originality/value
This study contributes to the theoretical and empirical foundation of CSR for happiness while simultaneously developing and applying a novel approach for processing and analysing large volumes of qualitative survey-based data.
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Aslıhan Kıymalıoğlu and Raife Meltem Yetkin Özbük
The study aims to understand how corporate social responsibility (CSR) and happiness are used together in various research studies to serve the ultimate goal of corporate…
Abstract
Purpose
The study aims to understand how corporate social responsibility (CSR) and happiness are used together in various research studies to serve the ultimate goal of corporate sustainability (CS), which in turn contributes to sustainable development.
Design/methodology/approach
A systematic literature review (SLR) was made using Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) method in the two most-reputable databases of Web of Science (WoS) and Scopus, revealing a final list of 54 studies to analyse.
Findings
The review concludes that the literature on CSR and happiness provides three main findings: first, concerning the pillars of sustainability, most of the studies concentrate on people, neglecting the planet and profit, second, employees are subject to the highest number of studies as the target of CSR initiative and third, almost all studies employed the hedonic aspect of happiness in CSR literature.
Research limitations/implications
This particular research finding points to the need for developing a comprehensive framework to assess stakeholder happiness from both hedonic and eudaimonic aspects from a CSR perspective which is then represented under the three pillars of sustainability.
Practical implications
To contribute to the ultimate goal of CS, management would design CSR initiatives for all stakeholders to increase both hedonic and eudaimonic happiness of them.
Originality/value
The literature provides reviews of research in CSR and happiness separately; however, there is not any research revealing how these two concepts are used together in studies and how this association could be read to serve the goal of CS.
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Su‐Hsin Lee, Shu‐Chen Chang, Jing‐Shoung Hou and Chung‐Hsien Lin
The paper aims to differentiate the differences of both night market experience and image between temporary residents and foreign visitors in Taiwan and to explore the…
Abstract
Purpose
The paper aims to differentiate the differences of both night market experience and image between temporary residents and foreign visitors in Taiwan and to explore the relationship between experience and image.
Design/methodology/approach
Night market experiences comprise the dimensions of Schmitt's experiential marketing theory and night market image is analyzed by exploratory factor analysis. This research probes the socio‐demographics differences of experience and image between temporary residents and foreign visitors. Canonical analysis explores the experience‐image relationships.
Findings
Some socio‐demographics have relativity differences in night market experiences and images. Visitors have stronger thinking experience than temporary residents. Temporary residents have stronger image in atmosphere, while foreign visitors have general stronger images than temporary residents. Canonical analysis shows that visitors have stronger relationships between experience and image than temporary residents.
Practical implications
Marketing organizations must develop marketing strategies specific to cultural background and the length of residence of its specific visitors.
Originality/value
The paper provides the evidence showing that familiarity and novelty‐seeking would be of particular importance to examine whether experience and image are equally applicable to the various foreign visitors.
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This study examines the effect of perceived corporate social responsibility (CSR) on consumer happiness and brand admiration as a consequence of consumer happiness. It suggests an…
Abstract
Purpose
This study examines the effect of perceived corporate social responsibility (CSR) on consumer happiness and brand admiration as a consequence of consumer happiness. It suggests an original conceptual model that investigates perceived CSR, ethical consumption and hope as antecedents of consumer happiness.
Design/methodology/approach
The study followed a quantitative approach. A face-to-face survey was conducted to examine the conceptual model. Data were analyzed with partial least squares structural equation modeling (PLS-SEM).
Findings
Hope and perceived CSR significantly influence consumer happiness. Consumer happiness is a significant antecedent of brand admiration. Although consumers' ethical position (idealism and relativism) is linked to ethical consumption, ethical consumption does not influence consumer happiness. Idealism and relativism are insignificant in moderating the perceived CSR–consumer happiness relationship.
Practical implications
Brands' CSR actions create a positive atmosphere and contribute to consumer happiness and brand admiration. Managers can emphasize happiness and hope in CSR programs to build stronger consumer relationships. CSR activities can be engaging for consumers regardless of their ethical consumption levels.
Originality/value
Although CSR, consumer happiness and their impacts on consumer–brand relationships are crucial, previous studies mainly focused on the organizational perspective and employee emotions regarding CSR. This study focused on consumer happiness in the CSR context and tested a conceptual model that revealed the significant relationships between hope, perceived CSR, consumer happiness and brand admiration. It extended previous findings by showing the direct positive impact of perceived CSR on consumer happiness.