Online corporate social responsibility reporting : A case study of an indigenous Ghanaian bank

• Recent management literature has paid increasing attention to corporate social responsibility (CSR). This attention could be attributed to stakeholder concerns regarding ethical practices of companies operating in global markets. Lamentably, CSR has not been studied extensively through a communication lens. This study focuses on how one indigenous Ghanaian bank reports its CSR activities online. A conceptual framework is used as the basis for a content analysis of CAL Bank's online CSR reporting. The study uses qualitative research approaches to investigate whether there was under- or over-reporting of the bank's CSR activities on the bank's website drawing on CAL Bank's online information and conducting 'elite' interviews with senior managers of the bank. Under-reporting of the bank's CSR activities was noted because its online CSR reporting focuses mainly on external disclosures. It also came to light that the bank's CSR reporting is fragmented and is not a part of the bank's overal marketing communication plan. These findings demonstrate challenges CAL Bank faces in coordinating and integrating its marketing communication plan. The results of the study have theoretical implications for further quantitative studies in online CSR reporting.

Ämnesord

SAMHÄLLSVETENSKAP  -- Annan samhällsvetenskap (hsv//swe)

SOCIAL SCIENCES  -- Other Social Sciences (hsv//eng)

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