Overview

Corporate social responsibility (CSR) is a concept that has been evolving since the 1950s; by 2015, it has evolved into an integral mindset, a strategy by which firms may promote and attain business and societal growth and development. CSR is a strong business strategy and a determining factor in stakeholder perceptions and ultimate decision making. As firms and society are acknowledged as equal parts of a symbiotic relationship, the effective engagement in CSR enables businesses to tackle and alleviate social issues, such as poverty, hunger, lack of healthcare, the environment's destitution, and warrant empowerment and education, amongst others, whilst tending to core objectives and strategies. The effective design, execution, and transparent communication of corporate social responsibility endeavors, in fact, shape the outcome of business and social growth and development. The communication of CSR efforts is, therefore, vital to the fulfillment of strategic objectives because social networking sites (SNSs) are ubiquitous and have rapidly become a preferred source of information. Firms' use of such platforms proves to be fruitful because SNSs not only enable stakeholder to stakeholder word of mouth, but also facilitate firm-to stakeholder communication. As such, the notion of marketing CSR via social media is more than buzzword or trend. It is potential viral information, or viral marketing. The book offers strong results from the perspectives of both stakeholders and firms' CSR related practices in an emerging market. It also demonstrates that as corporate social responsibility is viewed as an investment, it provides fruitful outcomes for business as well as for the communities surrounding firms. CSR is addressed as a strategically co-created proactive plan that prompts sustained social and business growth and development.

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9781634833226

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Andree Marie Lopez-Fernandez received her Bachelor of Arts in Business Management at the Instituto Tecnologico y de Estudios Superiores de Monterrey, Mexico City Campus. Andree Marie has concluded her doctoral studies in Administrative Sciences at the the Instituto Tecnologico y de Estudios Superiores de Monterrey, EGADE Business School, Mexico City Campus. Andree is a professor of business management and a consultant at Federmar Consulting. Andree is also a researcher with specialization in corporate social responsibility, stakeholder value, marketing strategy and consumer behavior. She has published research papers in international refereed journals and has presented her work in national and international conferences.

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