COMMUNICATION EFFECTIVENESS IN CORPORATE SOCIAL RESPONSIBILITY: THE CASE OF CHINA

Jiayan Yu, Zebang Chen, Rui Xuan Liu, Zihan Gao

Vol. 3, Jan-Jun 2017

Abstract:

In today’s increasingly self-centered society, corporate social responsibility (CSR) has received increasing attention from scholars, politicians, and the public. China is no exception. China’s rapid economic development has cast a stronger spotlight on social contributions of corporations, for example social entrepreneurship. Given the important role played by CSR in society across the world, this study examines Chinese college students' attitudes toward CSR in China. The study investigates using a survey of 136 Chinese college students how they perceive the effectiveness of CSR communication by Chinese corporations. The study also considers those factors they perceive to be most important in terms of effective CSR communication. The study also evaluates any gender differences in results. The respondents generally had a favorable view of the communication effectiveness of CSR by Chinese corporations. They emphasized community involvement as the most important factor in terms of greater CSR communication effectiveness, with male students emphasizing social media communication and female students highlighting community involvement. The results have important practical implications for the Chinese government and corporations.

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