Greening corporate identity: CSR online corporate identity reporting

Purpose - The purpose of this paper is to explore the motivations for and the impact of corporate social responsibility (CSR) online reporting on organisational identity development and stakeholder relationship management through corporate web communication and information strategies.Design methodology approach - A content analysis method is utilised to critique evidence of the use and impact of online CSR reporting in three selected corporate web sites from the automotive industry. In particular, sustainability and environmental social responsibility reporting, evidence of stakeholder engagement and acknowledgement of societal concerns for corporate identity and reputation management are critiqued from a framework of persuasion and credibility alongside organisational role responsibility.Findings - The findings concurred with current research in corporate communication that documents the significant rise in the use of corporate web sites for the reporting of CSR activities and in corporate attempts to acknowledge and respond to changing local national and global societal expectations concerning business practices. The automotive industry web sites showed recognition of this increase in societal expectations, projection of a desired corporate identity and the subsequent monitoring of a consistent and accessible communication strategy directed at all stakeholders.Research limitations implications - While the findings reflect the literature, the evaluation of three selected global web sites within one industry sector only allows for conclusions reflecting generalisations. Future research will necessarily incorporate consideration of both traditional and contemporary national cultures, into such evaluations.Originality value - Exploring the traditional and non-traditional motivations for CSR and their impact on CSR reporting for a globalised world.