How virtual corporate social responsibility dialogs generate value: A framework and propositions
How virtual corporate social responsibility dialogs generate value: A framework and propositions
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DOI：
10.1016/j.jbusres.2012.09.011
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发表时间：
2013-09-01
影响因子：
11.3
通讯作者：
Du, Shuili
中科院分区：
文献类型：
--
作者：
Korschun, Daniel;Du, Shuili
基于网络的社交媒体在当今世界具有前所未有的重要性，极大地改变了个人与公司以及彼此之间的互动方式。公司正在迅速扩大对社交媒体的使用，许多公司现在正在进入我们所说的“虚拟CSR对话”，利用社交媒体技术，使利益相关者可以与公司一起设计和实施企业社会责任（CSR）活动。但我们对这种对话如何运作知之甚少，迫切需要理论框架来加深我们对这些对话如何以及何时为公司和社会产生价值的理解。本文提出了一个框架，解释利益相关者如何解释和回应虚拟CSR对话。该框架表明，虚拟企业社会责任对话产生的价值的基础上（a）利益相关者与对话参与者社区的认同程度，（B）利益相关者发展的高度期望。它还概述了影响虚拟CSR对话的价值生成能力的关键特征。因此，本文强调了启动虚拟CSR对话的好处和风险。(C)2012 Elsevier Inc. All rights reserved.
Web-based social media have assumed unprecedented importance in today's world, dramatically changing the way individuals interact with companies and each other. Companies are rapidly expanding their use of social media, and many companies are now entering into what we call "virtual CSR dialogs," where social media technologies are leveraged so that stakeholders can design and implement corporate social responsibility (CSR) activities with the company. But little is known about how such dialogs function, and there is a pressing need for theoretical frameworks that can deepen our understanding of how and when these dialogs generate value for both the company and society. This paper presents a framework that explains how stakeholders interpret and respond to virtual CSR dialogs. The framework reveals that virtual CSR dialogs generate value based on (a) the extent to which stakeholders identify with the community of dialog participants, and (b) the heightened expectations that stakeholders develop. It also outlines the key characteristics that influence the value generating capacity of virtual CSR dialogs. As a result, this paper highlights both the benefits and risks of initiating virtual CSR dialogs. (C) 2012 Elsevier Inc. All rights reserved.