Resumen de The impact of CSR communication on the company’s reputation
Nada Soudi, Chams Eddoha Mokhlis
In today's digital world, the relationship between brands and consumers have changed. Social Medias offer consumers and brands multiple opportunities of interactions. Consumers, who become more active in the communication process, do not hesitate to express themselves about brands and companies. This situation pushes companies to reinvent their relationship with the clients and adapt their offers to fulfill their needs. Furthermore, Dawkins (2004) suggested that an effective CSR communication plan is the one that depends on a clear strategy that assesses the risks taken by the brand, and delivers precise messages to the various stakeholders. However, the impact of CSR communication should not be overestimated. Hence the choice of our following problematic: "What is the impact of CSR communication on the reputation of the company?"This paper addresses a review of two pillars; CSR communication and corporate reputation with focus on e-reputation. The interception between these two paradigms will clarify the combining concept of CSR and Reputation.Findings of this review reveal that the CSR affects reputation, the more committed is the company on sustainable development, the more it wins a good reputation, and finally, the impact of a lack of commitment on the company's reputation is bigger than the communication on CSR initiatives.
