Managing CSR communication: A study of legitimacy-seeking strategies adopted by service and product companies
ISSN: 1754-2731
Article publication date: 30 May 2018
Issue publication date: 23 July 2018
Abstract
Purpose
The purpose of this paper is to analyse how service and product-based industries communicate their efforts in corporate social responsibility (CSR) as legitimacy-seeking strategies. The service companies are thus compared to product companies in their use of different rhetorical strategies and associated legitimacy approaches on their corporate websites.
Design/methodology/approach
A thematic content analysis of the websites of companies belonging to the Dow Jones Sustainability World Index was conducted, to identify different rhetorical strategies (institutional, political and strategic), each associated with modes companies use to gain legitimacy (cognitive, moral and pragmatic).
Findings
The study shows that service and product companies differ in terms of how they symbolically manage legitimacy. Service companies are less active in communicating CSR in two out of three of the identified rhetorical strategies. Other differences are observable at an industry level.
Practical implications
The study provides an in-depth understanding of legitimacy approaches elicited by online CSR communication. Managers of service companies can benefit from suggestions on how to use CSR content to sustain specific legitimacy strategies.
Originality/value
This study represents a starting point in connecting the ongoing debate on legitimacy theory with different rhetorical CSR approaches. It demonstrates that the seeking of legitimacy is to some extent restrained within the service industry.
Keywords
Citation
Vollero, A., Palazzo, M., Siano, A. and Sardanelli, D. (2018), "Managing CSR communication: A study of legitimacy-seeking strategies adopted by service and product companies", The TQM Journal, Vol. 30 No. 5, pp. 621-637. https://doi.org/10.1108/TQM-11-2017-0131
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited