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Communicating Corporate Social Responsibility on the Internet

A Case Study of the Top 100 Information Technology Companies in India

Purdue University, vchaudhr{at}purdue.edu

Jian Wang

Purdue University

The need for and benefits of proactive and transparent communication about corporate social responsibility (CSR) are widely acknowledged. This study examines CSR communication undertaken by the top 100 information technology (IT) companies in India on their corporate Web sites, with an analytical focus on the dimensions of prominence of communication, extent of information, and style of presentation. The findings indicate that the number of companies with CSR information on their Web sites is strikingly low and that these leading companies do not leverage the Web sites to their advantage in terms of the quantity and style of CSR communication. Although the findings do not necessarily imply absence of CSR action on the part of IT companies in India, they attest to a general lack of proactive CSR communication. The article concludes with managerial implications for CSR communication on corporate Web sites.

Key Words: communication • corporate social responsibility • Internet • India

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Management Communication Quarterly, Vol. 21, No. 2, 232-247 (2007)
DOI: 10.1177/0893318907308746


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This Article Abstract Free Full Text (Free PDF) Free Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Chaudhri, V. Articles by Jian Wang Search for Related Content Social Bookmarking                         What's this?