Unpack the relational and behavioral outcomes of internal CSR: Highlighting dialogic communication and managerial facilitation

Baobao Song, Weiting Tao

Research output: Contribution to journalArticlepeer-review

Abstract

This study examines how corporate social responsibility (CSR) communication and management contributes to internal public relationship building and employees’ megaphoning behaviors. Specifically, it investigates how organization-public dialogic communication (OPDC) about CSR and organizational leaders’ facilitation behaviors for employees’ CSR engagement influence employees’ perceptions of two distinct types of organization-public relationships: communal and exchange relationships. Structural equation modeling results of 660 online survey responses suggest that OPDC has a positive association with communal relationships and negative association with exchange relationships. Facilitation behavior positively contributes to exchange relationships. Both communal and exchange relationships are positively associated with employees’ positive megaphoning. Yet, negative megaphoning is negatively linked with communal relationships and positively linked with exchange relationships. This study contributes to the growing body of literature on internal CSR communication and management. More importantly, it uncovers the nuanced effects of CSR on employee-organization communal and exchange relationship building.

Original languageEnglish (US)
Article number102153
JournalPublic Relations Review
Volume48
Issue number1
DOIs
StatePublished - Mar 2022

Keywords

  • Corporate social responsibility
  • Employee megaphone
  • Facilitation behavior
  • Organization-public dialogic communication
  • Organization-public relationships

ASJC Scopus subject areas

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

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