Tourism

Digitalization

Corporate Social Responsibility and Social Media Communication

This project generated an understanding of CSR managerial practices in hsopitality along with CSR digital communication.

Main Applicant:

Inversini, A., EHL Hospitality Business School

Co-applicant(s):

Derchi, G.-B., EHL Hospitality Business School

Start and End Date:

01/02/2020 → 31/07/2021

External Funding:

HES-SO

Project Description

Corporate Social Responsibility (CSR) has become a top priority for business around the world. Firms often look at CSR using an institutional and an economic lens, with the purpose of meeting shareholders’ expectations. However, with the goal of maximizing performances, firm’s investments in CSR related initiates should be communicated directed to other stakeholders such as current and perspective customers; in this way, firms can engage with them making public declarations of their corporate citizenship. Social Media (SM) offers an interactive environment where service firms can engage with current and prospective customers; among them, the ones belonging to Generation Y and Generation Z are said to be the most active on SM. This project aims to assess international service firms’ CSR communication on SM to extract best practices and cascade them on local businesses to stimulate engagement not only with shareholders but also with consumers.

Publication: https://www.mdpi.com/0718-1876/16/5/68

 

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Other Research Highlights

https://www.hospitalitynet.org/opinion/4106381.html;https://www.hotel-online.com/press_releases/release/benefits-and-difficulties-of-csr-management-in-travel-and-leisure-companies/;https://www.hospitalitynet.org/opinion/4106200.html;https://www.hotel-online.com/press_releases/release/how-to-communicate-csr-effectively-on-social-media/;https://info.ehl.edu/hubfs/Blog-EHL-Insights/Documents-EHL-Insights/EHL_whitepaper_CSR_Social_media.pdf?_ga=2.250339520.712173445.1642075667-400960363.1619446338