Evaluation of corporate social responsibility and social media as key source of strategic communication
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Abstract
Given that the success of any corporation depends on improving positive relationships with customers, corporations need to have strategic mindset leading to long-term engagement. When customers are at the center of corporation strategies, it is likely to gain acceptance by customers with the help of some communication-oriented activities. This conceptual study searches for how corporation social responsibility and social media usage could become significant components considering strategic communication management by in-depth literature review. Accordingly, in the proposed model, major constructs of strategic communication management were investigated and these constructs are linked to the strategic communication management. As the antecedents of strategic communication management, corporation social responsibility and social media usage are considered. Corporation social responsibility indicators are considered as environmental responsibility, employee talent development program, stakeholder dialogue process and socially responsible supply chain management. Social media usage indicators are considered as providing online communities, timely updates, personalized communication and tracking large scale of data. (C) 2016 The Authors. Published by Elsevier Ltd.