Csr 2.0: How Co-Participation in Corporate Social Responsibility (Csr) Generates Value For Stakeholders, the Cause, and the Company

Faced with low awareness and widespread skepticism of their corporate social responsibility (CSR), some companies have begun to eschew the traditional top-down and company-centric model to CSR management, opting instead for an approach that employs social media technologies to engage their stakeholders – an approach we call CSR 2.0. This paper develops a conceptual framework that delineates (1) the key facets of CSR 2.0, (2) how CSR 2.0 generates value for stakeholders, the social cause, and ultimately, the company, and (3) the contingency factors that serve to amplify or dampen the value created through CSR 2.0. Thus, this paper extends the literature on value co-creation to the domain of CSR.

Citation:

Shuili Du and Daniel Korschun (2011) ,"Csr 2.0: How Co-Participation in Corporate Social Responsibility (Csr) Generates Value For Stakeholders, the Cause, and the Company", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 111-112.