Development of theoretical framework and measures for the role of social media in realizing corporate social responsibility through native and non‐native communication modes: Moderating effects of cross‐cultural management

• Published in: Corporate social-responsibility and environmental management Vol. 25; no. 4; pp. 704 - 711
• Main Authors: Hao, Yunhong, Farooq, Qamar, Sun, Yuan
• Format: Journal Article
• Language: English
• Published: Bognor Regis Wiley Periodicals Inc 01.07.2018
• Subjects: Communication; Corporate responsibility; corporate social responsibility; Cross cultural management; cross‐cultural learning interest; cultural diversity; Digital media; organizational environment; social media; Social networks; Social responsibility; social sustainability; Test procedures
• ISSN: 1535-3958; 1535-3966
• DOI: 10.1002/csr.1523

Businesses have recognized the importance of corporate social responsibility (CSR) for overall fulfillment of strategic prerequisites. Long‐term success for any business enterprise is not possible without giving due attention to CSR. This paper aims to ascertain the unfamiliar communication links that can influence realization of CSR. It also discusses the possible mediating effects of two basic communication modes on CSR when used through social media. It is of further interest for future researchers due to the study of the moderator cross‐cultural management, which can strengthen the relationship between usage of social media and CSR realization. By exploring the utilization of social media for communication of CSR, this report is an important step towards empirical research to produce a concrete theory based on the methodology, tests and measures prescribed herein.