THE ROLE OF INTERACTIVE TECHNOLOGIES FOR CSR COMMUNICATION
Gianpaolo Tomaselli, Monia Melia
Pages: 324-340 Published: 29 Aug 2014
Views: 2,671 Downloads: 863
Abstract: This work aims to investigate the roles of new interactive technologies to communicate Corporate Social Responsibility (CSR). We adopt the case study method and examine three companies that have successfully approached and developed CSR communication campaigns during the last few years. The study shows how companies use interactive technologies, website and traditional communication channels in integrative ways. Interactive technologies allow more interaction, dialogue and experience sharing. It stresses the contribution of web and social media in making CSR issues more pervasive, appealing and interactive.
Keywords: corporate social responsibility, communication, interactive technologies