engleski

Digital media and new opportunities for doing research in management. The case of CSR Communication

The aim of this study is to gain insights about the usage of automated content analysis as a useful way to analyze communication and, in particular, Corporate Social Responsibility communication. After having defined the method of automated content analysis and analysed differences and similarities with the traditional manual content analysis, we provide an example in order to understand how automated content analysis can be used to analyse CSR Communication of emerging market firms. Content analysis has been considered as an important technique to specifically study issues that are relevant in the CSR domain and, more generally, in the field of business ethics. Indeed, an increasing number of scholars is using this method for documenting and presenting trends in discourses over time, which proves to be very useful to also analyze the evolution of the CSR trends overtime. While most earlier research papers regarding the content analysis of CSR Reports (CSRRs) use manual content analysis (i.e. employing human coders manually coding textual data), we used an automated content analysis, which means that we rely on a software (i.e. Wordstat) that, compared to a manual content analysis, tends to enhance the reliability, replicability, transparency and efficiency of the results.

Corporate Social Responsibility communication, emerging market firms, content analysis

nije evidentirano