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The Influence of Culture on CSR Communication: A Cross-National Comparative Study between Sweden and Spain
Jönköping University, School of Education and Communication, HLK, Media and communication science.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Corporate Social Responsibility (CSR), doing business while keeping the environment and society in mind, has grown in importance to businesses. Companies, and especially multinationals, are communicating their CSR efforts in the hopes to get a positive commercial effect. The way in which audiences perceive these communications is crucial. There is a connection between culture and communication; communication and CSR; and CSR and culture. This thesis studies the influence of culture on the specific type of communication: CSR communication. Two culturally diverse countries, Sweden and Spain, are compared in this exploratory study. Using cross-national comparative surveys and in-depth interviews with people from both countries and placing this into context using cultural background, the relation between culture and CSR communication has been explored. The results support the assumption that the perception of CSR and CSR communication is different between the two groups of respondents. This suggests that the effectiveness of CSR communication can be increased by tailoring it to the specific audience. While the statements cannot be made for the entire ‘next generation of working professionals’, the exploratory study is valuable in making strong indications and suggestions for further research. 

Place, publisher, year, edition, pages
2015.
Keyword [en]
Corporate Social Responsibility, Culture, International Communication, Intercultural Communication, Audience Perception Theory
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:hj:diva-27612ISRN: JU-HLK-MKA-2-20150002OAI: oai:DiVA.org:hj-27612DiVA: diva2:842294
Subject / course
HLK, Media and Communication Studies
Available from: 2015-08-03 Created: 2015-07-17 Last updated: 2015-08-03Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf