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.

corporate-sustainable-responsability

Start & End Date

01/02/2020 - 31/07/2021

Main Applicant

Inversini, A., EHL Hospitality Business School

Co-applicant(s):

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

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.

Scientific Output

Gupta, S., Nawaz, N., Alfalah, A. A., Naveed, R. T., Muneer, S., & Ahmad, N. (2021). The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1217–1230. https://doi.org/10.3390/jtaer16050068

Documents

Corporate Social Responsibility on Social Media White Paper

EHL Blog Insights

Benefits and difficulties of CSR management in travel and leisure companies

The Covid-19 crisis has reinforced the strategic importance of Corporate Social Responsibility (CSR) for all organizations. In particular, the pandemic has fostered awareness that firms must introduce responsible policies and processes that focus management attention on long-term sustainability over short-term profits.

csr-LT

How to communicate CSR effectively on social media?

When a business communicates its practices of corporate social responsibility via social media platforms, how effective and impactful is this communication on its audience?

csr_social_media

In the Media

Benefits and Difficulties of CSR Management in Travel and Leisure Companies

The Covid-19 crisis has reinforced the strategic importance of Corporate Social Responsibility (CSR) for all organizations. In particular, the pandemic has fostered awareness that firms must introduce responsible policies and processes that focus management attention on long-term sustainability over short-term profits.

csr

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