大众传播与新闻学杂志

An Investigation of Online CSR Communication by Odisha Based Corporate Organisations

Abstract

Mohapatra Jyoti Prakash, Sanjaya Kumar Sahoo

Corporate Social Responsibility (CSR) has emerged as a much-discussed subject within Indian business sector, especially after the companies act, 2013. Many corporate organisations are sincerely contributing to the society through focused programmes. But not just doing well is important, communicating the same to wider stakeholders is also equally important. Sharing information about CSR activities and its impact is often found to attract positive response from stakeholders. It can help in building a more positive brand image and establishing better stakeholder relationship, besides others. However, failure in communicating messages about socially responsible activities may not generate such benefits. Digital communication platforms, primarily websites and social media have become indispensable in today’s corporate communication strategy. Corporate organisations are extensively using internet enabled communication channels to reach out to their various stakeholders, internally and externally. They share their messages related to CSR activities and achievements through these online communication platforms. The proposed study intends to understand the how online communication platforms, mainly websites and social media, are being used by select corporate organisations having their registered or corporate office in Odisha. It also aims to identify the similarities or difference in CSR communication by private and public sector corporate organisations on various online platforms. The study will be analysing the CSR Communication by selected Odisha based corporate organisations with the use of content analysis methodology.