Classifying Social Causes Derived from the Communication of CSR Initiatives Online: A Theoretical and Practical Approach

Abstract Purpose In recent years, the online environment and the Internet, as a communication platform, have acquired an important role regarding the companies’ activity of communicating their social responsibility. The purpose of this study resides in drawing a typological classification based on analysing the manner in which the world’s greatest companies conduct their communication activities as depicted by their CSR reports published online. Methodology/approach A content analysis method was used in order to classify the common CSR activities driven by large global companies depending on their unique approaches in terms of communication. Findings About 100 organisations extracted from Forbes Global 2000 Leading Companies (as of 2012) were subjected to the current study. Consequently, their latest CSR reports published on the Internet were analysed according to a series of five variables. The most complex one relied on what type of CSR information have the companies focused on within their reporting activities. Thus occurs the dichotomy between structuring their communication endeavours as filtering them relative to the stakeholders’ needs, or trying to emphasise the different categories of initiatives. The resulted classification is founded mainly on the reality observed in a company’s CSR communication activities. Research limitations/implications The chapter argues that the classification is not limited to the proposed framework, but it may vary depending on a corporation’s changes in communication or its interest in supporting new CSR tendencies so that they can be enriched. Although CSR activity is represented under various patterns by the investigated companies, all the subsequent reports can be considered as being an integral part of the system. Practical implications Even though not all the highlighted strategic directions have an integrated profile in order to be included in the general CSR reporting, they can be taken into account in the near future. Originality/value This new approach on classifying the different communication endeavours paves the way for an overall image on the manner in which companies of all types may align their social responsibility activities with the increasing stakeholders’ demands, given the digital media specifics.