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The aim of this research work is to consider the relevance of corporate social responsibility (CSR)-related social media communication in franchise networks, with a focus on the perceptions and expectations of franchisors and franchisees and franchisors and franchisees' customers.

Three studies were conducted as part of this research: two qualitative studies with franchisors and franchisees in the first instance (N = 39) and franchisors and franchisees' customers in the second instance (N = 13), as well as an online ethnographic study of customer reactions (N = 871) to different CSR communications from the networks already interviewed.

The results show that CSR communication remains very important in a context characterised by a growing interest in CSR commitment in companies in general and in franchise networks in particular. However, different conditions of effectiveness of this CSR communication have been identified. The different conditions can avoid CSR's detrimental effects and increase CSR's credibility.

In franchise networks, the task of communicating about CSR is complex. This requires the integration of franchisees, which are very important to CSR's success. CSR communication also requires integrating customers by studying their expectations at this level. This study gives the basic keys to the success of CSR communication in franchise networks, from the point of view of franchisors, franchisees and the customers of franchisors and franchisees.

This study focusses on a topic that has received very little attention, particularly in franchise networks. The various studies conducted allow us to better understand the particularities of CSR communication, particularly in the context of tripartite franchisor–franchisee–customer relations.