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Corporate Social Responsibility

Type: Essay
Number of pages: 6
Subject area: Business
Number of sources: 6

Introduction

Corporate Social Responsibility (CSR) has been a business constant since time immemorial. As such, entities have often participated in social ventures primarily aimed at helping the communities targeted. Therefore, the justification for selecting this topic is in light of the underlying importance of this non-commercial ventures chosen by corporates. Accordingly, areas of CSR differ depending on the business plan and social needs that require attention. Notably, businesses invest a significant amount of cash into environmental conservation efforts, community development, sports and games, education, and infrastructure among several others. Understandably, corporates, as well as the communities, involved benefit from these efforts.

In essence, the study will seek to understand the implication of CSR efforts on the corporate image of a select company. Necessarily, that is because engagement in such activities catapults businesses to widespread recognition by the members of the society. Understandably, the determination of this consequence is critical as it helps to ascertain the necessity of continued projects in the CSR.

Regarding the roadmap for this coursework, the research will undergo several stages. First, there will be a critical review of the secondary data sources found online. The purpose will be to identify the past scholarly input on the effect/ implications of CSR on companies’ images. Secondly, the study will explore data collection through primary and secondary methods. Notably, the data targeted will be from the selected case study in which case it will be specific. Then, the data collection will be accompanied by analyses through the applicable statistical technique. Intentionally, this stage will help in creating scholarly research. The final stage will be the interpretation of the findings and concluding.

Key Terms

In the search for literature/ relevant articles on this topic, several keywords were used. They are as listed below.

  • Corporate social responsibility: It is the firm’s involvement in activities other than those it is commonly known for, that benefit the society. Using this term helped acquire general information on the topic.
  • Image: It refers to an outlook. The term helped narrow the research into a specific area.
  • Impact: Impact is the consequence. Using it facilitated fast identification of the articles that similarly review the particular research parameters.
  • Moral identity: The term arose from the ethical nature of the CSR activities hence incorporated ethical features in the article search.
  • Corporate image: It helped further narrow the search field by implying the organization brand outlook.

Annotated Review

Hsu, S. 2018. The effects of corporate social responsibility on corporate image, customer satisfaction and customer loyalty: An empirical study on the telecommunication industry. The International Journal of Social Sciences and Humanities Invention, 5(5), pp.4693-4703.

The article studied the influence of CSR on image and customers. The image is a complex issue that incorporates concerns of how the public perceives the organization regarding its identity, market reach, and contribution to the social welfare. Customers decide to be loyal based on these factors. It concluded that CSR affects the corporate image, customer loyalty, and satisfaction. Accordingly, the pricing factor is not the only determinant for organizational performance. Rather, engagement in CSR activities is a powerful marketing tool. The research contributes to the topic by lending vital information on customers’ view of entities involved in CSR and response.

Alzghoul, A., Elrehail, H., Saydam, P., Alnajdawi, S. and AlArarah, K. 2016. The impact of corporate social responsibility on corporate reputation using marketing as a moderate variable. International Journal of Online Marketing Research, 2(1), p.1-13

Similarly, this study reviewed the implication of CSR on the public perception of the institutions. Additionally, the article relates and argues that CSR and marketing are complimentary in that they both enhance the perception of the company. It also suggests that engagement in CSR contributes to the achievement of long-term and short-term goals. However, different cultures globally interpret CSR differently. The only constant thing is its effect on the public view of the entity. Therefore, this article contributes to the topic through exploration of the business advantages of CSR as a result of improved perception. It highlights different cultural interpretations of CSR.

Stayonav, P. 2017. Corporate social responsibility and corporate image building. JEL Classification: M10, M14, M19, 1-13.

The fundamental argument expressed in this article is that the extent to which an organization partakes CSR affects the public image. That notwithstanding, the management function of the corporates and funding adequacy is an important factor. In effect, the article is adamant that having well-managed projects in which companies participate for a long time contributes to a positive outlook. Therefore, the article points to the necessity of having long-term CSR events that leave an impression on the public. In light of this, the article contributes important additional information. Particularly, its insistence on time and management of CSR is handy in understanding the topic better.

Maldonado-Guzman, G., Pinzón-Castro, S. and Leana-Morales, C. 2017. Corporate social responsibility, brand image and firm reputation in Mexican small business. Journal of Management and Sustainability, 7(3), pp. 38-47

The primary purpose of this study is to relate marketing and CSR. Accordingly, despite their being studies on the role played by each of the two, there is little that establish a correlation. More particularly, it uses SMEs which have often been neglected in research seeing as how there is a deficiency in literature. The researchers found a significant and positive impact of CSR activities on the reputation of the firm and the public perception of the product brand. It is for this reason that the article is essential for the research topic. That is because it explores CSR and its effective marketing results.

Mohammed, A. and Rashid, B. 2018. A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in the Malaysian hotel industry. Kasetsart Journal of Social Sciences, 39(2), pp.358-364.

From the onset, the study establishes that CSR activities form an essential part of the commercial world. Then, apart from the usual impact of promoting the social welfare of the communities, businesses have ulterior motives. The article suggests that corporate entities are poised to enjoy significant market benefits, especially in branding and customer satisfaction. Seemingly, the argument is that customers get more value when the businesses they purchase from engaging in CSR. The other emerging advantage regards the positive image. Understandably, the article is vital as it explores a specific case of the Malaysian hotel industry, hence, practical and relevant.

Research Question/ Aim

From the literature reviewed above, there is no arguing that CSR is an all-important part of modern commerce. It is also notable that it enhances the corporate image in the telecommunication industry, hotel, and SMEs. Research also suggests that marketing is interrelated with a firm’s public outlook. However, there is little focus on particular institutions. That is something the study will correct. It is from this premise that the study aims to review how participation in CSR contributes to the enhanced image of a company. It will explore the company-specific CSR activities and their effects on the image of the company.

Case Study Selection

How Coca Cola Leverages CSR to Enhance Brand Image

Coca Cola prides itself in being a leading manufacturer of soft drinks globally. At its position, it is one of the biggest multinational corporations with branches all over the world (Oxford Presents, 2015). In light of its reputation and nature of products, Coca Cola has been a target for most anti-obesity and health campaigns which are critical of continued use of its products. Additionally, the global reach suggests a great significance in the world market. As a result, it has had to use CSR efforts over the years to mark its presence in communities and initiate social change. The research on Coca Cola CSR will involve key methodologies used in the academic study. They are inclusive of data collection, analysis, and type of data.

Regarding data collection, the study will utilize both primary and secondary methods. That is because of the company nature and its contribution to the CSR efforts. Understandably, almost everyone has encountered something that concerns Coca Cola. Therefore, the primary collection methods will include survey, use of questionnaires, and observation. Surveys and questionnaires will be administered to the general public which forms the customer base. As such qualitative information as the apparent CSR activities and how they feel about the company’s doing them. Also, the researcher will observe the various CSR activities that the company does. On secondary collection, the study will use online sources such as websites, statistical data, and journals which feature the information on Coca Cola’s CSR and the resultant effects. From this research type, the research will establish the necessity and effect of those efforts in the consequential image of the firm. The methods of research are justified by the need to have adequate, explicit information for the study. Both source types are complementary.

The researcher will first establish a sample population for the questionnaires. Then, there will be mailing of the questions to the respondents who will be urged to answer. Then, the researcher will explore the existing CSR projects by the company to establish their significance for both the company and the public. There will be a review of secondary data before conducting an analysis thereof to conclude. The review will involve the collection and noting of key information on the company’s CSR activities from relevant sources as mentioned in the discussion above.

Regarding analysis, the qualitative methods will be adopted. Particularly, the research will use narrative analysis. As indicated, the data collected will be in the form of text that will come from several sources. In this case, the researcher will explore the meanings and textual inferences of the gathered data to generate conclusive points. In this case, the researcher will arrange findings based on similarities and relationships. Then, similar groups of data will be reviewed independently for meaning search. As is typical of most qualitative methods, the researcher will rephrase collected text in ways that make it relevant and actionable. Essentially, the narrative approach will be fully integrated I creating intelligent inferences. It offers an analytical interpretation of written concepts. The rationale for choosing this method is in light of the type of data and the nature of the study. Given that the bulk of the information will be textual and from a varied number of sources, having it analyzed through an appropriate method is crucial.

List of References

Alzghoul, A., Elrehail, H., Saydam, P., Alnajdawi, S. and AlArarah, K. 2016. The impact of corporate social responsibility on corporate reputation using marketing as a moderate variable. International Journal of Online Marketing Research, 2(1), p.1-13

Hsu, S. 2018. The effects of corporate social responsibility on corporate image, customer satisfaction and customer loyalty: An empirical study on the telecommunication industry. The International Journal of Social Sciences and Humanities Invention, 5(5), pp.4693-4703.

Maldonado-Guzman, G., Pinzón-Castro, S. and Leana-Morales, C. 2017. Corporate Social Responsibility, Brand Image and Firm Reputation in Mexican Small Business. Journal of Management and Sustainability, 7(3), p.38.

Mohammed, A. and Rashid, B. 2018. A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in the Malaysian hotel industry. Kasetsart Journal of Social Sciences, 39(2), pp.358-364.

Oxford Presents. 2015. Public Relations – Coca-Cola and Corporate Social Responsibility. [online] Oxfordpresents.com. Available at: http://www.oxfordpresents.com/ms/kelleher/coca-cola-and-corporate-social-responsibility/ [Accessed 26 Jan. 2019].

Stayonav, P. 2017. Corporate social responsibility and corporate image building. JEL Classification: M10, M14, M19, 1-13.