An evaluation of the state of CSR communication research from marketing communication perspective

english

2014

volume 13, issue 23/24

communication   marketing

Društvo za marketing Slovenije
(Obvezni izvod spletne publikacije)

Over the last decade, the issue of CSR communication has gained considerable visibility in the field of CSR research. To date, however, scant attention has been given to the features of the contemporary CSR communication research. The aim of this paper is to synthesise current findings and provide a typology of CSR communication studies, the focus being on exploring their thematic orientation and evaluating it from a marketing communication perspective. By discussing the focal points of current CSR communication studies in relation to their use of marketing concepts and ideas, our purpose is to outline the value of their contributions for marketing communication theory and practice. The empirical results of our literature review are based on the qualitative content analysis of 90 papers on CSR communication. Based on the analysis of their thematic focus, papers on CSR communication are classified in three categories: disclosure-, process- and outcomes-oriented papers. On the basis of research findings, suggestions for further research in the field of CSR communication and implications for marketing communication practice are provided.

22.01.2018