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Sceptical Employees as CSR Ambassadors in Times of Financial Uncertainty.

Theofilou, A. and Watson, T., 2014. Sceptical Employees as CSR Ambassadors in Times of Financial Uncertainty. In: Tench, R., Sun, W. and Jones, B., eds. Communicating Corporate Social Responsibility: Perspectives and Practice (Critical Studies on Corporate Responsibility, Governance and Sustainability. Emerald Group Publishing , 355 - 382 .

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DOI: 10.1108/S2043-9059(2014)0000006029


This chapter offers new insights into the understanding of internal (employee) perceptions of organizational corporate social responsibility (CSR) policies and strategies. This study explores the significance of employees’ involvement and scepticism upon CSR initiatives and focuses on the effects it may have upon word of mouth (WOM) and the development of employee–organisation relationships. Desk research introduces the research questions. Data for the research questions were gathered through a self-completion questionnaire distributed in a hardcopy form to the sample. An individual’s level of scepticism and involvement appears to affect the development of a positive effect on employees’ WOM. Involvement with the domain of the investment may be a central factor affecting relationship building within the organization, and upon generation of positive WOM. The chapter offers a conceptual framework to public relations (PR) and corporate communications practitioners, which may enrich their views and understanding of the use and value of CSR for communication strategies and practices. For-profit organisations are major institutions in today’s society. CSR is proffered as presenting advantages for (at macro level) society and (micro level) the organization and its employees. Concepts, such as involvement and scepticism, which have not been rigorously examined in PR and corporate communication literature, are addressed. By examining employee perceptions, managers and academic researchers gain insights into the acceptance, appreciation and effectiveness of CSR policies and activities upon the employee stakeholder group. This will affect current and future CSR communication strategies. The knowledge acquired from this chapter may be transferable outside the for-profit sector.

Item Type:Book Section
Series Name:Critical Studies on Corporate Responsibility, Governance and Sustainability
Uncontrolled Keywords:Corporate social responsibility; CSR; employee communication; internal CSR; involvement; relationship building; scepticism; word of mouth
Group:Faculty of Media & Communication
ID Code:21252
Deposited By: Symplectic RT2
Deposited On:27 May 2014 13:10
Last Modified:14 Mar 2022 13:48

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