Corporate Social Responsibility Issues in Media Releases: A Stakeholder Analysis of Australian Banks
Date
2009
Authors
Reinig, C.J.
Tilt, C.
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Journal article
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Issues in Social and Environmental Accounting, 2009; 2(2):176-197
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Abstract
This paper investigates Australia's four major national banks, analysing the use of media releases in the marketing and communication of corporate social responsibility (CSR). Using content analysis, the extent and nature of the media releases issued in 2006, and aimed at specific stakeholders, is determined for each bank. The findings indicate that over one-third of the banks' media releases discuss CSR, predominantly communicating issues related to community involvement. Furthermore, customers and communities are found to be the intended audiences for the majority of the CSR-related media releases.
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Copyright 2009 Indonesian Center for Social and Environmental Accounting Research and Development