CSR Communication: a Study of Multinational Mining Companies in Southern Ghana
CSR Communication: A Study of Multinational Mining Companies in Southern Ghana Joe Prempeh Owusu-Agyemang, MPharm, MBA & MRes 2017 Submitted in fulfilment of the requirements for the degree of Doctor of Philosophy at the Business Department, Kingston University, London. Supervisors: Dr Fatima Annan-Diab Dr Nina Seppala i Abstract In recent years, there has been significant interest in communication on Corporate Social Responsibility (CSR) (Tehemar, 2012; Bortree, 2014). Yet, it is impractical to assume a one- size-fits-all definition for CSR (Crane and Matten, 2007; Walter, 2014). Therefore, this becomes an important area for research as CSR communications play a vital role in any CSR strategy in the business world, more especially in Ghana. Consequently, a good CSR communication can address the increasing cynicism about CSR when it is done effectively (Du et al., 2010; Kim and Ferguson, 2014). While a body of research exists about CSR communication at a theoretical level (Brugger, 2010; Schmeltz, 2012), there is a lack of empirical research investigating the topic in a particular policy and cultural content (Emel et al., 2012). The aim of this study was to address the limited research on CSR communication in Ghana. It empirically investigated whether the CSR dimensions (Triple Bottom Line) and effective CSR message components are positively linked with CSR stakeholder’ approval. The effects of individual characteristics including education and gender were also tested on the relationships. The study integrates insights from stakeholder theory (Vaaland et al., 2008; Wang, 2008) supported by both legitimacy theory (Perk et al., 2013) and institutional theory (Suddaby, 2013) to explain the planned base for CSR communication.
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