Online corporate social responsibility communication strategies and stakeholder engagements: A comparison of controversial versus noncontroversial industries

This study attempts to reveal the corporate social responsibility (CSR) programming and communication strategies of companies from controversial versus noncontroversial industry sectors and stakeholders' responses to these online CSR communications. A content analysis of CSR videos from 58 companies among the Fortune 500 and user comments on YouTube found that controversial and noncontroversial industries tended to use different strategies in their online CSR communications. Videos that (a) used information strategies, (b) took a company-dominant perspective, and (c) described high fit CSR programs received more negative and skeptical comments; CSR videos that (a) emphasized the companies' commitment to the programs, (b) demonstrated the impact of CSR programs with anecdotal evidences, and (c) balanced their stated CSR motives between social benefits and business interests received less negative and skeptical comments. Most importantly, stakeholders' responses towards these communication strategies differed by industry sectors.