Date of Award

2012

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. John Caputo

Second Advisor

Dr. Carolyn Cunningham

Third Advisor

Dr. Heather Crandall

Abstract

Corporate Social Responsibility (CSR) is increasingly important for businesses and their stakeholders. Successful communication ofa companies' CSR program remains a huge challenge. It is important for business leaders to understand how to build customer awareness of CSR efforts, and identify the factors that positively impact customers' beliefs and purchasing behavior, and thus the bottom line. Research for this study was both quantitative and qualitative. The quantitative analysis utilized data from a recent e-mail customer survey conducted by a national retailer. Top CSR Communicators were identified and then a qualitative analysis was applied with in-depth employee interviews. The results revealed that employees were the primary method CSR initiatives were effectively communicated to customers. It was the relationships that employees had with the customers, the symbolic interactions, which had the greatest impact on customers' perceptions of the company's CSR program.

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