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How do virtual corporate social responsibility dialogs generate value? A case study of The Unilever Sustainable Living Lab
Author(s) -
Jurietti Emanuela,
Mandelli Andreina,
Fudurić Morana
Publication year - 2017
Publication title -
corporate social responsibility and environmental management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.519
H-Index - 73
eISSN - 1535-3966
pISSN - 1535-3958
DOI - 10.1002/csr.1407
Subject(s) - dialog box , corporate social responsibility , business , stakeholder , sustainability , stakeholder engagement , social media , value (mathematics) , value creation , co creation , sustainable value , marketing , knowledge management , public relations , computer science , world wide web , industrial organization , political science , ecology , machine learning , biology
Today, companies have an increasing need to integrate stakeholders in CSR processes. The emergence of web 2.0 platforms and social media not only facilitates stakeholder interaction, but has also led to a new form of interaction opportunity called co‐creation. We use a single case study of The Unilever Sustainable Living Lab to empirically test the virtual CSR dialogs framework, which is the main contribution of the paper. More specifically, we examine the extent to which CSR value can be generated by incorporating specific social media platforms that allow co‐creation among users and companies. The findings indicate dialog characteristics were critical when designing co‐creation dialogs on sustainability. Additionally, we confirmed the link between dialog characteristics and community identification and CSR expectations. However, the model failed to illustrate the difference between opportunities of co‐creation, i.e., dialog characteristics, and actual co‐creation experience. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment