The study aims to examine how Corporate Social Responsibility (CSR) projects are perceived from both an individual and organizational perspective. Using the framework used in studies on diffusion of innovations, the spread of CSR projects are examined. An online survey to identify individuals’ CSR and communication channel perception as well as interviews with CSR practitioners to have an organizational perspective is realized.
Companies are using CSR as a tool to meet various objectives such as crisis management and recruiting talent. The CSR perception among individuals is shaped by interpersonal and mass media communication; companies are perceived as responsible if their communication is rich in information. The information sources are mostly television and radio but there is a growing part of online channels as well.
The study also suggests several possibilities for future research including the role of social networks and social media platforms in the diffusion of CSR.
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