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Communicating Responsibility: Audience reception of CSR communication on social media
Stockholm University, Faculty of Humanities, Department of Media Studies.
2014 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This study offers insight into international audience reception of Corporate Social Responsibility (CSR) communication. Swedish companies are currently reaching international audiences through a variety of social media channels and this study analyzes how audiences in Sweden and the U.S. respond to specific messages.


Qualitative interviews with professionals offer background information on how CSR is currently communicated while audience responses to CSR communication are gathered through a web-based survey and focus groups consisting of American and Swedish citizens.


Results indicate that the two countries have more similarities than differences. Americans have a slightly more positive outlook on the communication and they are more likely to look up information about CSR initiatives after hearing a corporate message. This might indicate a more profound interest. Cultural and social differences are given as a possible explanation for the key differences. 

Place, publisher, year, edition, pages
2014. , 75 p.
Keyword [en]
Audience Reception, Corporate Social Responsibility, CSR Communication, Business Ethics, Digital Marketing, Global Marketing, Online Communication, Public Relations
National Category
Media and Communications
URN: urn:nbn:se:su:diva-104697OAI: diva2:725156
Available from: 2014-08-20 Created: 2014-06-15 Last updated: 2014-08-20Bibliographically approved

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Communicating Responsibility: Audience reception of CSR communication on social media(2321 kB)666 downloads
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