Title: Examining corporate social responsibility as a public relations vehicle: an empirical study

Authors: Marcos Komodromos

Addresses: Department of Communications, School of Humanities, Social Sciences and Law, University of Nicosia, 46 Makedonitissis Str., 1700 Egkomi, Cyprus

Abstract: The purpose of this study was to examine the perceptions of public relations and marketing managers and administrators on corporate social responsibility (CSR) practices and strategy in the service industry in Europe for 25 firms. The research is qualitative in nature, and aims to investigate how social initiatives focused on the CSR strategy of a company are perceived, positioned, and deployed to maximise, simultaneously, internal benefits (i.e., financial performance) and external benefits to society (including a firm's stakeholders), discussing also directions for future studies in the area of CSR in Europe.

Keywords: corporate social responsibility; CSR; corporate governance; corporate reputation; corporate trustworthiness; sustainability; CSR and financial performance; management.

DOI: 10.1504/IJCSSR.2017.084286

International Journal of Corporate Strategy and Social Responsibility, 2017 Vol.1 No.2, pp.101 - 117

Received: 29 Jul 2015
Accepted: 22 Dec 2015
Published online: 24 May 2017 *

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