The impact of CSR and public platforms on corporate marketing communication

Content

1. Introduction
1.1 Motivation of research
1.11 CSR development condition
1.12 Public platforms as a main tool to communicate
1.13 CSR strategy’s uncertain effect on product
1.2 Purpose of research
1.3 Process of research

2. Literature Review
2.1 Corporate social responsibility
2.2 CSR activities on public platforms
2.3 CSR embedded with marketing communication
2.4 Review conclusion
2.5 Research question

3. Methodology
3.1 Case study methodology
3.11 Cross-cases study
3.12 Documents analysis and naturalistic observation
3.13 Reliability and validity
3.2 Description of the cases: three CSR activities on public platforms
3.21 Levi’s Water Less activity
3.22 The Body Shop “Stop Sex Trafficking” activity
3.23 Pedigree’s charity adoption activity
3.3 Data collection
3.4 Analyze information and data
3.41 Levi’s promoted a socially responsible image using public platform
3.42 The Body Shop uses public platform to bolster its brand image
3.43 Charity adoption drive helps Pedigree's reputation with consumers

4. Results
4.1 Public platforms can convey CSR concept more efficiently
4.11 Broader extent of activity impact
4.12 More impressive way to get marketing purpose
4.2 Discussion and communication is the key to CSR
4.21 Two-way communication
4.22 Easy to participate and obtain feedbacks
4.3 Overly emphasize on CSR could distract attention from product
4.31 How customers perceive company as socially responsible can vary from dif- ferent focuses
4.32 Wide awareness of responsible product is the finial purpose

5. Recommendation
5.1 The selection of the mainstream public platforms
5.11 Youtube
5.12 Facebook
5.13 Twitter
5.14 Characteristics of public platforms
5.2 Two-way communication of CSR on public platforms
5.3 How can get intended effect
5.31 Convert the topic of discussion from CSR to product
5.32 Lead a positive discussion towards product

6. Conclusion

7. Limitations

8. References

8. Appendix

Abstract

Corporate social responsibility (CSR) has become an increasingly important element when stakeholders’ make their decisions about enterprises and their products. Currently, most companies still stay on the situation of one-way communication. It is the lack of effective two-way communication between companies and stakeholders that makes a winwin condition hardly be achieved.

As the number of netizens and smart phone users increases dramatically. Public platforms such as Facebook, Twitter, LinkedIn, Youtube, Flickr, and Sina Weibo have play an important role in marketing communications. To combine corporate social responsibility with public platform is a new way to improve the brand image, as well as promote products or services. But at the same time, public platform has its uncertainties, on the one hand, too much emphasis on CSR may make customers’ attention focused on CSR rather than their products or services; On the other hand, whether the direction of discussion on public platforms is positive or negative is hard to control.

This paper aims to shed light on corporate practices regarding the integration of CSR into corporate communication on public platforms. It uses case study method, selects representative CSR activities of three companies, and figure out whether the combination of CSR and public plat forms have an impact on their corporate marketing communica- tion, and how the mentioned combination influence marketing communication.

Then this paper summarizes the characteristics of the communication on public platforms, and reaches the conclusion that public platform can help CSR achieve better marketing communication results. In the end, it proposes how to choose public platforms according to different circumstances, and pointed out that in order to achieve the purpose of CSR activities, it is necessary to transfer the focus of discussion from CSR to products, and formulate strategies to lead positive communication.

Key words: CSR, public platforms, marketing communication

1. Introduction

1.1 Motivation of research

1.11 CSR development condition

Business nowadays is not only about product, price, place, and promotion. Managers have more things to worry. Citizens’ sense of green has been greatly aroused, and they are more socially conscious, because of media exposure and peoples’ vigilance which means they think they have to change, to be responsible. At the same time, they are concerned about their community.

There is a trend that people tend to choose the brand or product which they think is environmental friendly and people friendly, which they perceive as socially conscious. At the same time, 500 fortunes’ CSR strategy implies that CSR is an inevitable trend that all company must face.

The spread and communication of corporate social responsibility is a necessary and important stage in the process of corporate CSR strategy implementation, which affects corporate CSR strategy implementation effect, because only when the audience have the comprehensive understanding of the responsible behavior of a company, could CSR strategy bring benefits to the enterprise.

First, good communication allows the outside world to understand the concept of corporate social responsibility better. Through appropriate methods and means of devel- opment, the company's CSR strategy, concept, and motivation of behavior can be prompt- ly released, helping to increase the awareness of the stakeholders of the enterprise, en- abling them to have better understanding of the enterprise. The spread of CSR can help establish the relationship between corporates and their stakeholders, and plays a role in communication between the two. A successful CSR communication, could help the stake- holder, especially consumers to form a complete corporate CSR cognition, thus gradually influence them with corporate social responsibility practices and facilitate to achieve in- vestment objectives.

Second, its CSR strategy helps companies CSR is not behind closed doors, from the development to implementation, companies must maintain communication and communication with the outside world. In this process, companies do not meet the needs of the community members, aspirations and values of CSR behavior can be identified and corrected, companies can develop a CSR strategy and therefore more in line with expectations of stakeholders to better plan CSR activities.

Last, enhance the corporate image and brand value CSR is an important source of corporate brand influence, many researchers have shown that the spread of CSR can en- hance the corporate image and performance. Effective dissemination can establish a cor- porate CSR positive, positive image, help businesses get support from all stakeholders and enhance the company's position in the stakeholders, and improve corporate social performance

1.12 Public platforms as a main tool to communicate

As the number of netizens increases enormously as well as smartphone users, social platform, such as Facebook, Tweeter, Youtube, LinkedIn, Flickr, has definitely plays an important role in marketing communication.

Public platform has its advantage such as, cost saving, wide range of impact, and immediate message delivery. They also provide companies with opportunities like form fan base, who follow the news of company and play a role of speeds the information to wider publics. However, to manipulate those platforms, which have usually two blades, is not as easy as companies think. On one hand, the focus of the activities should be designed, on the other hand, the direction of the discussion on the public platforms is hard to control. Overlooking the risk they embrace will probably hold the company back, and hinder the effect of marketing communication.

To analyze the function of public platforms, we can also think from the perspective of communication method. Communication can be decided into one-way and two-way communication. One-way communication, is the way one part try to convey message to the other part no matter what is the reaction of the message receiver, while two-way communication is the way one part convey some kind of message and at the same time expect the feedback from the other part. On the view of CSR, one-way communication could probably be publishing CSR reports regularly, renew CSR news on the corporate’s websites. While two-way CSR communication could be initiating an CSR activity to con- vey the socially conscious idea to the public and meanwhile observe the reaction and monitor the feedback of public. Whether it is a one-way or two-way communication, CSR activities must be carried out with a certain carrier. CSR propagation carrier basically has experienced the progress from traditional media to the PC. Advertisement, PR articles, CSR reports are issued using the television, printed media and other traditional media; In Web 2.0 era, blog, microblog, SNS like Facebook, twitter, youtube, and other new methods of transmission is inseparable from PC.

But with the rise of smartphone, tablet, PDA and other mobile terminal, they show an obvious media advantage over traditional media and PC. Mobile terminals can get rid of the limitations of wired and fixed locations of PC. By smartphone you can publish and exchange information anytime, anywhere. According to eMarketer, in 2013 around 1.91 billion users used their mobile phones for internet, which is around 67% which is around 74% of internet users. This number is further expected to increase by 17% in 2014 to 2.23 billion users, which is around 79% of total internet users. By 2017 around 2.97 billion users are expected to use the internet over their phones, which is around 91% of total internet users and 58% of mobile phone users. It could be concluded that in the near future, the smartphone would become our primary way to connect to the internet and Smartphone users would access major applications and data from their mobile devices. According the 31st Internet survey report released by China Internet Network Information Center By the end of 2012, the number of smartphone users overpassed the number of the PC users, becoming the most favored communication devices. Smartphones’ instant message has become the most popular mobile phone application.

For example, Tencent, the Chinese version of Line has more than 300 million users, which demonstrate the power of mobile phones. Micro blogs, like twitter, can become not only a corporate branding tool, but also a platform for publishing information and doing marketing communication, thus achieving the goal of information delivery at anytime, anywhere, accurately.

At present, most of the enterprises just stay in level of the publishing a text message to the users, their potential customers. The advantage of the functions like, voice message, image and video technology have not been fully taken advantage of. And the utilization of these technologies can be extended to CSR which leaves great space and potential to CSR communicate on public platforms. On the smartphone bases fans, combine CSR with public platforms is a new choice for the marketing and PR professionals.

Besides, the application of two-dimensional code, also known as QR, combined with micro-blog, corporate website and other public platform technology, allowing users to save the trouble of entering the URL address. Identifying the two-dimensional code can directly let the public enter the corresponding public platforms, professional connection, websites, etc. It is sure that the two-dimensional code technology makes information transmission quicker and more convenient.

The progress in telecommunication technology is providing more opportunities to spread CSR and facilitate the communication on a variety of mobile terminals users. Highlight the usage of public platforms to spread CSR idea becomes an attracting marketing communication strategy.

1.13 CSR strategy’s uncertain effect on product

Business nowadays is not only about product, price, place, and promotion. Man- agers have more things to worry. Citizens’ sense of green has been greatly aroused, be- cause of media exposure and peoples’ vigilance which means they think they have to change, to be responsible. At the same time, they are concerned about their community. There is a trend that people tend to choose the brand or product which they think is environmental friendly and people friendly.

As the number of netizens increases enormously as well as smartphone users, social platform, such as Facebook, Tweeter, LinkedIn, Wechat, has definitely plays an important role in marketing communication.

1.2 Purpose of research

Basing on the fact that recent researches are focus on how to combine CSR with company’s marketing strategy. But because of the complexity of public platforms, the effect of CSR activity could not get its intended purpose to promote its product, but overly attract customers attention to its pure CSR behavior, or some activities even could not get to CSR, leaving no impression on the customers’ mind.

This paper focuses on three of the best corporates which has an excellent perfor- mance on combining CSR with its public platforms, but not all of their activities achieve their marketing goals. Some of their activities could contribute to theirs marketing com- munication, achieving the goal of promote its products or service, but some of them could not leave deep impression on stakeholders’ mind. So, this paper tries to investigate what is the specialty of different platforms and how company could choose the best fitted one between them; How should company plan their activity and choose the best way to utilize CSR to promote its product image and influence the customers’ behavior.

1.3 Process of research

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2. Literature Review

This literature review is primarily on three aspects: Corporate social responsibility, public platforms, its influence on the marketing communication. At the end of the literature review, the author will define the research question and specify the research emphasis and apply the most suitable methodology to answer the research question.

2.1 Corporate social responsibility

Brummer regards "corporate social responsibility" as a concept incorporated under athe concept of "corporate responsibility". Scholars who hold this view believe that corpo- rate responsibility can be divided into economic responsibility, corporate legal liability, corporate moral responsibility and corporate social responsibility. In these four types, cor- porate social responsibility is one of the corporate responsibilities goes alongside the cor- porate economic responsibility,legal liability and corporate moral responsibility, rather than the kind of relationship of containing the included. In this view, corporate social re- sponsibility is the obligation of a third party to protect the interests of the relevant stake- holders, which refers to the third person affected by corporate behavior, specifically in- cluding employees, consumers, creditors, society, resources and environment, social secu- rity and social welfare beneficiaries, etc.

On the other hand, international corporate social responsibility organizations have their own views on the definition of corporate social responsibility, such as IBLF (In- ternational Business Leaders Forum) considers corporate social responsibility as the busi- ness operations which includes being open and transparent, ethical, respect for labor groups and protect the natural environment, so that all stakeholders can continue to create value for society as a whole; WBCSD (World Business Council for Sustainable Develop- ment) considers corporate social responsibility as an enterprise committed to ongoing compliance with ethical and economic development, the improvement of both of the em- ployees and their families, the local community, and the quality of life of the community; BSR(Business for Social Responsibility) believes that corporate social responsibility is through respect ethical values which includes respect people, communities and the natur- al environment, to achieve commercial success.

2.2 CSR activities on public platforms

The rise of public platform presents unprecedented opportunities for firms to in- crease the public awareness (Kaplan and Haenlein 2010). By expanding the range of par- ticipation to a much broader scale, public platform switches the focus of stakeholder man- agement from the traditionally well-known groups to the numerous and often anonymous groups of ‘‘friends’’ and ‘‘followers’’ (Freeman and Moutchnik 2013). For many firms, this new wave is translated into a novel opportunity to engage stakeholders (Callahan 1988). Hence, it is imperative for firms to successfully integrate the new media into their extant communication strategy. For most firms, however, it is a serious challenge. Re-searchers argue that earned media (e.g., public platform) should operate differently from bought media (e.g., advertising) (Kietzmann et al. 2011). Many studies investigate the fac-tors that facilitate the successful adoption and use of public platform. For instance, Berger and Milkman (2009) found that the social transmission of online contents is driven largely by physiological arousal associated with key characteristic of the messages. Kaplan and Haenlein (2011) argued that social transmission emerges when right people (social hubs) get the right messages (memorable and interesting) under the right circumstances (mes-sengers pass on a message when they believe it is not something everyone in their net-work already knows about). By the right circumstances, Kaplan and Haenlein (2011) re-ferred to a network structure containing many disconnected subcultures that would effec-tively pass on the seed messages. And yet, they added one caveat in their description of the right circumstances. ‘‘In order to glue everything together ’’, they wrote, ‘‘some plain old good luck’’ is necessary.

In order to illustrate this point, they cited an ambitious online campaign launched by Starbucks in 2009. To spread its message, Starbucks challenged people to hunt for the advertising posters and be the first to post a photo of one using Twitter. Unexpectedly, some of its customers, encouraged by a liberal activist Robert Greenwald, began to upload their pictures holding signs criticizing Starbucks’ anti-labor practices and soon the cam- paign site was covered with anti-Starbucks messages (recited from Kaplan and Haenlein 2011). While this indeed illustrates some components of bad luck, the authorsuspect that there are some factors that facilitate, or impede, the inception of such a bad luck. What if Starbucks did not have the anti-labor business practices from the start? What if Starbucks was concealing more outrageous ethical deficiencies than what was challenged by the lib- eral activist? Perhaps public platform does not merely function as a value-neutral techni- cal means of communication. As public platform operates on the collective mind of partic- ipants, it may implicitly incorporate a social demand that reflects the collective mind. When it comes to a firm, such a social demand may have much to overlap with the notion of CSR. In fact, many studies emphasize ethical qualities such as ‘‘being honest’’ (Kaplan and Haenlein 2010), ‘‘trying not to deceive or outsmart other users’’, or ‘‘acting transpar- ent’’ (Callahan 1988) as essential components to insure the success in public platform.

2.3 CSR embedded with marketing communication

In consideration of tendencies of changing contemporary flexible environment, the new marketing logic is emerging recently in marketing literature. There is evolving con- cern that marketers must be able to create meaningful relationships, that deliver both eco- nomic and social value not just to their consumers, but also to all relevant stakeholder groups, that hold the enterprises accountable for their actions (Maignan, Ferrell, Ferrell, 2005; Balmer, Greycer, 2006; Podnar, Golob, 2007). Discussions about corporate social re- sponsibility (CSR) are not new in academic literature, but issues of this topic are certainly receiving increasing attention not only in business literature, but also in marketing re- searches (Fukukawa, Balmer, Gray, 2007; Podnar, Golob, 2007). Analysis of literature shows, that research studies are focused on different marketing topics, such as social re- sponsibility among marketing professionals, consumer reactions and responses to CSR, CSR practices, and corporate identity and purchase intentions. Although the possibilities to use CSR as an effective marketing means are noticeable (Sharma, 2006) and the interest of marketing scholars in developing a conceptual framework with the aim of integrating CSR in marketing is increasing (Podnar, Golob, 2007), the relevance of CSR application to marketing practice remains controversial (Carrigan, Attalla, 2001).

2.4 Review conclusion

Based on the literature review, the author reached a conclusion that most of current researches are focusing on the integration of CSR and corporate communication, with strong marketing purpose, but not associated with the important factor that has essential influence on marketing results, the public platforms.

So in this paper, the author will focus on the problem of improving a corporate marketing communication, and do research to see if the integration of public platforms can change the effect of CSR activity results.

2.4 Research question

Considering the relevance of CSR phenomenon studies in the marketing context and noticing that there is a lack of profound analysis to relations between the CSR, and marketing communication on public platforms, the scientific problem of the research is formulated as following question: How does the combination of CSR and public platforms influence corporate’s marketing communication? And whether this combination has impacts on marketing communication and how does the mentioned combination influence the marketing communication results?

3. Methodology

3.1 Case study methodology

This paper adopted case study as the methodology, one of the empirical research methods, which aims to extract value from CSR and marketing communication cases and gain profound understanding of social phenomenon. No matter the case is a success operation or a failure, taking advantage of a research method specially designed, in this paper is the combination of dialectic analysis and statistic analysis, will make all results and recommendation truly helpful and practical.

3.11 Cross-cases study

Case studies typically select one or several cases to illustrate the problem. Based on the actual number of cases, case study method can be divided into a single case and multiple case studies study.

Single case study is mainly used to confirm or disprove a particular aspect of the problem has been theoretical assumptions, it can also be used as an analysis of an extreme, unique and rare management situations. Typically, a single case study does not apply to the system to build a new theoretical framework. Preference single case study method scholars believe that a single case study can go to a depth corresponding to the case re- veals the background of economic phenomena, in order to ensure the credibility of the case study.

In multiple case study, the researchers first of all take regards at each case on an overall theme, taking each of them as an independent in-depth analysis, which is referred to as Within-Case Analysis. Based on the analysis each separate case, which share the same research subject, the researchers will summarize all cases, thus drawing abstract and insightful findings, this kind of analysis is referred to as cross-case analysis. According to Kathleen M. Eisenhardt, represents the scholars who prefer to utilize multi-case study ap- proach, their point is that multiple case studies can reflect the different aspects of the background of the case better and more comprehensively. Especially when multi-cases could reach the same conclusion, the validity of the case study will be significantly im- proved.

It can be either single or multiple-case designs depends on quantitative evidence, relies on multiple sources of evidence and benefits framework with the prior development of theoretical propositions, and they can be based one any mix of quantitative and qualita- tive evidence. Case study provides a systematic way of looking at events, collecting data, providing statistical framework, analyzing information, and reporting the results. As a re- sult the researcher could gain a sharpened understanding of why the instance happened as it did. Case studies lend to both generating and proving the hypotheses. In this paper, the author select cross-case study, multiple case study, as research method. It will emphasize detailed contextual analysis on a number of CSR activities and their relation, and make comparison, so as to make the full-range research in-depth. It is designed to possess logic and strong accuracy, as well as to set the basis for further re-search and multidimensional analysis.

3.12 Documents analysis and naturalistic observation

Within the past 10 years, the world of public platforms have totally changed. It has seen that platforms and trends come and go, so there is a necessity to continuously adapted the research methodology to meet the changing digital environment.

This paper distinguishes the types of case studies according to the data collection methods. Common data collection methods are Documents analysis, Archives, Interviews, Observations and so on. The author select document analysis and observation as the data collection method of this paper.

To perform the document analysis better, this paper tests the system and research process, and examines all the valuable information relevant to the cases. Case analysis process in this paper involves three steps: First, gathered together and analyze all the in- formation relevant to the case and then abstract the valuable information separately; and then, try to describe the state of a holistic scenario; secondly, it is estimated, suggesting that and identification of socio-economic activities in emerging issues, and a detailed de- scription of these problems; and finally, to explain or resolve problems and provide an an- swer (the answer may be an analytical model, it can be a solution), and provides sufficient evidence and the necessary data to prove its legitimacy, effectiveness and feasibility.

To ensure the reliability, the author also observed the natural scenario of human conduct in the context of marketing communication on public platforms, purposely planned systematic observation and recording, and then analyzed the records and found the rules of mental activity and development. First, this paper obtained information di- rectly through observation, no other intermediate steps, thus, making sure the data ob- tained real. Second, in the process of observation, the author can get vivid information. 3. The observation has the advantage of breaking the limitation of time, it allows to capture the phenomenon that is happening.

3.13 Reliability and validity

To evaluate a research method, people usually use two indicators, one is the reliabili- ty of the research method, corresponds to the consistency of the study, the congruence level. The so-called consistency, refers to the condition that different researchers in differ- ent time and place, but if in the same study conditions as determined by theoretical as- sumptions, will conclude the same results; It closely related to the replicability of the re- search. Second, the validity and the effectiveness of the research method, corresponding to the correlation of the study. There are three types of validity. Structural validity (construct validity), refers to the theoretical assumptions (theoretical hypothesis abstracted from so- cio-economic phenomena) is embodied in the study (the relationship between different variables) , and effectiveness of their cause-result relation; Internal validity, refers to the validity of the relationship between the effectiveness of different variables, such as the de- pendent variable and the independent variables of causality; External validity, refers to the finding of specific conditions on specific samples drawn from the research embraces high generalizability. This effectiveness means that the conclusion of this specific study can be extended to the realistic environmental conditions.

3.2 Description of the cases: three CSR activities on public platforms

3.21 Levi’s Water Less activity

Levi's new series of jeans "Water Less" attracted the interest of socially conscious consumers. When Levi’s launched this product series, the retail price was between 50-130 US dollars. They used the new invention WaterLess" process, during the fading process, to significantly reduce the amount of water needed, some process are even completely with- out water. They claimed that during the production process, each pair of jeans can save about 10 liters of water.

Levi's 501 series also provided customers with instructions in how to become more "green". To reduce the number of laundry, they marked on the jeans trademark: "Natural dry after washing with cold water. »

But in the process of promoting "green" jeans, there are some gray areas. There are still many companies that think, on this topic, it is better to keep silent. "In marketing, especially in the fashion industry, you have to be very careful when you want to promote an idea.", " The green idea on fashion and food are different. For food, you taste it and you are enjoying it. But for clothing, despite it is harmful to the environment, and customers might know it, but they will be more concerned about whether it makes their hips lines become more attractive and sexy. "

Levi’s promoted their WaterLess jeans by launch activities on Facebook page, and post the interaction question like How long will you go before washing your jeans? « The promotion of the new WaterLess jeans via Facebook increases their ‘charitable’ image fourfold. In addition, by tying the corporate responsibility directly into the new WaterLess products, Levi's also generate engagement with the brand.

Levi’s are playing on corporate responsibility with their new WaterLess brand of jeans which claims to use up less water during the production process. The new product is advertised on the Levi’s Facebook page, including a count of the total litres of water saved since the WaterLess brand launched. Levi’s are now promoting the donation of 200 mil- lion litres of water to developing communities across the world, raised through their Wa- terTank competition.

3.22 The Body Shop “Stop Sex Trafficking” activity

2011, and just like the past 35 years, The Body Shop has been insisting that the cus- tomer should be involved in every detail of the brand, including research and develop- ment. The brand continues to establish friendly relations with customers, launched groundbreaking activities to promote long-term change, to stop the sex trade in children and adolescents.

The Body Shop encouraged its customers to sign its “Stop Sex Trafficking” petition. It charted the progress of the campaign on its UK Facebook page which culminated in the petition handover at Downing Street on the 12th May. Body Shop UK used Facebook to regularly update consumers on campaign developments and posted pictures of activists and The Body Shop staff getting involved, as well as links to interviews with celebrities, such as Martine McCutcheon, who are connected with the campaign. After signed the pe- tition, people are suggested to post a link on their own Facebook page, or tweet that I’ve just signed The Body Shop petition to help Stop Sex Trafficking on Twitter. Teams around the world have mobilized more than 7 million people signed a petition calling for gov- ernments to take concrete measures to protect young people from sexual transaction.

On 29 September 2011, they presented over 7 million campaign petitions to the Unit- ed Nations Human Rights Council making it one of the largest petitions in the history of the United Nations. Each signature represented a voice calling on governments to build awareness and understanding on the issue of trafficking, as well as to take steps to pro- vide comprehensive protection and specialized services for child and youth survivors of trafficking. The petitions have already influenced governments in 20 countries to commit to long-term legislative change that will help protect children and young people for many years to come.

3.23 Pedigree’s charity adoption activity

Pedigree, the well known dog food manufacturer, recently announced that they found public platform to be a more effective marketing strategy when compared to on pack promotions. The brand uses Facebook to grow engagement with their Pedigree adoption drive, a charity scheme designed to raise awareness of and funds for dogs in need.

The Pedigree adoption drive aims to emphasize the brand’s caring nature: As well as acting for a good cause, the adoption drive is aimed at highlighting Pedigree’s caring nature and feeding into their “We’re for dogs” motto.

The adoption drive began with on-pack promotion, but later moved towards public platform: The Facebook page now encourages donations for the cause. Pedigree also promises to donate dog food to the adoption drive for every Facebook fan they receive. With over one million Facebook fans, the strategy has been successful in driving significant following of the brand and the charitable cause.

Pedigree also post their activity video on youtube, as long as people watch this movie, the organizer will help to donate money to charity. This movie is likely to be the best way to raise money to help the dog. The film's narrator says, If you watch this movie, you're raising money to help dogs in need of help. As long as the film generated viral effect (meaning a lot of people sharing), Youtube will put the money they earned from advertisement to the organizer of the activity. In this case, they will donate all their money to those dogs who need food, care, and family.

The movie was produced byPedigree’s adoption activity (The Pedigree Adoption Drive), the purpose of which is to appeal to everyone to share and to. The more people watch, the more money they donated to the needy dogs.

Pedigree’s promotion of their charity adoption drive has raised funds and awareness for a good cause. The public platform aspect of their charity initiative has also resulted in positive engagement towards both their product and brand.

3.3 Data collection

The author searched the three corporates’ CSR activity pages, selected the related posts, took record of the post content, calculated the total response number, and then took a close look at the content of the response, which includes not only their comments to the activity, but also the words people choose to use, the emotion they expressed. The detailed structure of the data collection process is in Appendix.

3.4 Analyze information and data

3.41 Levi’s promoted a socially responsible image using public platform

Similarly to brands like Louis Vuitton and Pedigree who have used links with chari- ty to their advantage, Levi’s WaterLess brand has a positive impact on brand image. When responding to posts about WaterLess, users are four times more likely to discuss Levi’s as a socially responsible brand. According to data analysis, it also shows that Levi's charita- ble actions still keep users focused on product and brand, suggesting Levi's has succeeded in tying the two together in a way that its consumers can relate to.

Posts about WaterLess increase the perception that Levis’ is socially responsible:

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Figure 1. Percentage of customers who perceive

Levi’s as charitable or socially responsible

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41% of users discuss Levi’s as a charitable brand in response to WaterLess: Levi’s public platform campaign around its new WaterLess jeans generates four times as much buzz around the brand’s socially responsible image than normal Facebook posts do. This shows that Levi’s has successfully leveraged its Facebook fan base to enhance its brand image

In response to other posts, only 10% talk about Levi’s charitable image: Amongst discussion responding to other posts, such as different products ranges or promotional content, the proportion of buzz reflecting Levi’s socially responsible image stands at 10%. This highlights the impact of the WaterLess campaign on this aspect of Levi’s image

3.42 The Body Shop uses public platform to bolster its brand image

The author ’s analysis shows that consumers readily engage with The Body Shop’s support for a charitable cause on Facebook. Consumers see the issues raised by the “Stop Sex Trafficking” petition as very worthwhile and important. In comparison to other posts, when consumers respond to posts on the petition they are much more likely to comment on the ethical nature of The Body Shop. Publishing The Body Shop’s real world involve- ment with the cause on Facebook strengthens the ethical image which has long been asso- ciated with The Body Shop brand. However, unlike Levi’s WaterLess campaign, consumers do not link The Body Shop’s campaign back to its brand and products. Posts on the “Stop Sex Trafficking” campaign increase consumer belief that The Body Shop is ethical.

Figure 2. Percentage of posters who perceive The Body Shop as ethical or socially responsible

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The Body Shop’s posts on the “Stop Sex Trafficking” petition lead consumers to perceive it as ethical: All consumers responding to these posts associate The Body Shop brand with the ethical side of corporate responsibility. This shows The Body Shop effectively uses Facebook as a platform for harnessing general consumer concern with a very serious issue. They react extremely positively and praise The Body Shop team and other activists for their involvement with the petition. Consumers say"well done" for raising "awareness" of such a "fantastic cause":

This ethical image of the company does not transfer to the other posts of The Body Shop: Only two percent of consumers replying to posts on other topics are concerned with the ethical values of The Body Shop. Instead they focus on the pros and cons of individual products and the campaign has a limited effect on the brand as a whole.

3.43 Charity adoption drive helps Pedigree's reputation with consumers

After digging the collected data, the author conclude that the strategy is successful in driving engagement with both the charity cause and the Pedigree product. To a more limited extent, the Pedigree Facebook page has also become the centre for more general- ized pet discussion. Where consumers focus specifically on the product, they tend to be very positive towards Pedigree’s value and the pet satisfaction that results. However, attitudes are more mixed towards its nutritional values.

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Discussion on the Facebook page focuses on the adoption drive, but consumers also discuss the Pedigree product:

Facebook discussion is led by the charitable cause: Much of the discussion on the Pedigree page focuses on the adoption drive. Consumers talk about their own adoption experiences and emphasize the importance of the initiative.

Product discussion also contributes large amounts of discussion: Although the Pedi- gree page focuses closely on the adoption drive, many consumers also discuss Pedigree products.

To a degree, the Facebook page has become a forum for more general dog discussion: Some consumers talk about their pet experiences, with others mentioning problems and solutions for various dog care issues Some consumers also discuss the Pedigree brand: They praise Pedigree for “all it does” for dogs and “dog lovers”. Others says “thanks” to Pedigree for their efforts and say they “appreciate” all the work that Pedigree does The impact of CSR and public platforms on corporate marketing communication 20

ESC Rennes School of Business Where consumers discuss specific Pedigree products, most are very positive towards value and pet satisfaction:

Many consumers talk about Pedigree special offers and value: Some say Pedigree is the “best” and “worth” the extra cost, while others exchange tips for picking up Pedigree products at lower prices

Figure 4. Pedigree product discussion led by positive buzz around value and pet satisfaction

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Users are overwhelmingly positive towards pet satisfaction with Pedigree: They say their dogs “absolutely love” Pedigree, with some adding that they “only ever” feed Pedigree because their dog “loves it so much”

However, consumers are more mixed towards the nutritional values of the product: Although some note that their vet recommends Pedigree, others say Pedigree has “poor ingredients”. Some add that “commercial dog food” is “bad” for your dog

4. Results

Reviewing the tendencies of marketing discussions’ object changes, the relevance of application of social responsibility on public platforms to marketing is reasoned. After the analysis, systemization and summarizing of various scientific sources, the diversity of approaches regarding CSR interpretation is presented, relations between the combination of CSR and public platforms have positive impact on marketing are identified and defined, revealing a well designed CSR activity on public platforms could serve as a marketing means to lead positive communication.

The accomplished qualitative research, oriented to identification of CSR expression in the three corporates practices, revealed that public platforms can convey CSR concept more efficiently, even if they do not underline purposeful implementation of CSR in their practice. Besides, the analysis of research results shows that discussion and communica- tion is the key to CSR, however, overly emphasize on CSR could distract attention from products or services.

4.1 Public platforms can convey CSR concept more efficiently

4.11 Broader extent of activity impact

From the above three cases, especially The body shop case, the author conclude that public platforms have its advantage in terms of activity impact, both the range targeted people and the extent of the influence.

In the case of The Body Shop, Stop Sex Trafficking of Children and Young People campaign, we can see, more than 7 million people signed the petition, which involve an incredible amount of people become concern of the community and vulnerable groups. The response was incredibly and they collected 7,044,278 petition signatures making this the biggest campaign in our history, the history of several countries and the European Union.The Body Shop is incredibly proud of our historic, ground breaking, award win- ning campaign and all that has been achieved - Your Signature Really Can Make a Differ- ence The Body Shop and ECPAT International continue to work together and urge gov- ernments who have received the campaign petitions to take action and do everything in their power to take action in order protect children and young people from sex trafficking.

4.12 More impressive way to get marketing purpose

To impress the customers, nothing is better than holding activity and interaction directly with customers on the public platforms. The corporate could take advantage of multimedia like pictures, music, video, words to express the creative ideas and social consciousness to the target customers. Besides, it is much easier to involve people and their friends to join the discussion and communication to share the idea about the activity, as well as the products and services the corporate intend to promote.

In the case of Pedigree, almost 1.5 millions funs like their Facebook page. During the past 8 years, Pedigree continuously post on their Facebook page about adoption drive. Every post, Pedigree received thousands of response, talk about the adoption activity, interaction with the organizers and friends. As well as dog adoption, the Adoption Drive Facebook page creates a forum for discussion on pet care, generating donations and PEDIGREE® products. It is a very successful case of marketing communication through the combination of CSR and public platforms.

4.2 Discussion and communication is the key to CSR

4.21 Two-way communication

Different from other channels, like corporate website, CSR reports, advertisements, the marketing communication on public platforms is two-way communication. Two-way communication is a process of interactive information transmission, which has prominent advantages. By listening, reading, talking and interaction with fans and followers, the company's CSR objectives and strategies can be more in line with expectations and re- quirements of the members of society, thus promoting mutual understanding between companies and stakeholders.

4.22 Easy to participate and obtain feedbacks

The usage of public platforms makes the establishment of relations between the enterprise and its stakeholders possible. And it plays a role in bridging the two together. Only with a successful CSR communication, could members of the stakeholders, especially consumers form a complete understanding of the corporates’ CSR practices, achieving the goal of marketing purpose.

We could not emphasize the importance of communication on public platforms too much. CSR shouldn’t be locked in the closet, continuous amend on CSR strategy is indispensable for enterprises. From formulation to implementation of CSR activities, companies must maintain interaction and communication with the outside world. In this process, after pondering on the feedbacks from consumers, if companies’ behaviors do not meet stakeholders’ requirements, aspirations and values, they could be quickly identified and corrected. Therefore, companies could develop a CSR strategy with better plan of CSR activities, to be more in line with expectations of stakeholders.

4.3 Overly emphasize on CSR could distract attention from product

4.31 How customers perceive company as socially responsible can vary from different focuses

From the statistics of the three cases, the author found that, with different focuses of CSR activities, corporates are perceived differently by the customers. The activities quoted by this paper were the ones obtained better results from CSR activities, which left deeper impression on the public. That is to say, when being asked why you consider those three corporate as socially responsible, consumers are very likely to mention the three CSR activities, WaterLess, Stop sex trafficking, and Adoption drive.

The reason that these three activities could gain success to be remembered as socially responsible is that they share one common feature. All of these activities’ focuses are ei- ther closely related to the costumers’ daily life, or have been endowed with angle that is easy to participate. Associating jeans with water, pets with species equality are undoubt- edly two example of how to generate easy talk on CSR issues. While, the Pedigree’s Adoption drive, cooperated with NGO, find a delicate method, signing petition, to attract public to participate.

4.32 Wide awareness of responsible product is the finial purpose

In comparison to The Body shop’s adoption drive, both Levi’s WaterLess campaign and Pedigree’s adoption campaign preserve the focus on brand and product: Focus on the brand and product remains high in relation to the WaterLess sub-brand: When responding to posts about Levi's WaterLess products and charitable goals, users still discuss Levi's products themselves, such as the 501 design. This shows that Levi's has successfully aligned their charitable efforts with both its new and more estab-lished line of products.

The public platforms aspect of the Pedigree adoption drive has clearly been a success, too. In terms of charitable donations and awareness, Pedigree make clear that public platform is now more effective than on pack promotion. In terms of product engagement,the paperanalysis shows that Facebook fans of the adoption drive are also positively engaged with Pedigree products. The Pedigree strategy therefore not only helps dogs in need, but also aids Pedigree’s reputation and online presence.

However, posts about the petition on Facebook do not lead consumers to talk about The Body Shop’s products: While the Facebook page acts as a campaign hub with consumers praising The Body Shop for raising awareness and for its brilliant work, The Body Shop product lines are very separate from the “Stop Sex Trafficking” petition in consumer minds. This shows that ethical campaigns do enhance brand image, but may not be linked back to products by consumers.

5. Recommendation

5.1 The selection of the mainstream public platforms

5.11 Youtube

For businesses, Youtube shines with the charm of video, especially for SME, it is a potentially excellent tool for activity publicity and promotion. To maximize the effect of Video, lets customers publish videos, or share the promotion video of the activity, which are more effective and persuasive than the videos the company published. But how to find customers to publish or share the activity videos? By searching some original and inge- nious participants, and then publish videos show how they enjoyed the CSR activityse and the products.

The video posted on Youtube should have clear objective. The "target" should be concrete and measurable. Many brands just blindly join Youtube or hire PR company to carry out media campaigns, without setting the indicators. For example, the company intend to spend a month's time, invested $ 5,000 on publicity, we do not want to be just a promotion hit, but attempt to attract the customers to the activity website.

The method of publishing videos on YouTube for marketing method than by buying a preset keyword search, or publish ads on the page bar to be more indirect. Some people may complain that it took two months to do publicity, but until now still not seen any effective. The process of Youtube publicity taking into effect requires a certain accumulation, six months is still reasonable.

5.12 Facebook

Make good use of niche groups. Different post should be designed to different groups, which products are the best suited to promote to certain groups, then specifically recommend the post to them. This way of post allows the corporate updates the page everyday, meanwhile avoid generating repeat post feeling. It is necessary to identify the most active fans, followers and websites By interacting with them, and @ them, they can become "opinion leaders" to influence her fans group.

The potential customers can be found though Facebook analysis. The potential customers my first, pay attention to the activity page, then followed or like your post content next, there is likely to publish a comment or share, last,buy the products. That is the AIDA model: Attention → Interest (like) → Desire (share, comment) → Action (buy).

5.13 Twitter

Twitter Launched in 2006, Twitter has rapidly positioned itself as one of the most popular social media platforms where users write and share 140-character text messages. On Twitter, people subscribe to each other by simple clicks. This simple one-way subscription concept enables Twitter to combine the aspects of both social networking and news media within a single structure. Once retweeted, a message instantly reaches the 2nd, 3rd, and 4th hops of followers, going ‘‘viral’’ (Kwak et al. 2010).

Retweet refers to the forwarding of others’ tweets to one’s own followers, while mentions refer to either replying or simply mentioning of other users in the message. Thus, the number of retweets represents the ability of a user to generate contents with a pass-along value, while the number of mentions (reply and mention) represents the ability to engage others in conversation (Cha et al. 2010).

On Twitter, people get connected with each other for bidirectional sharing of inter- ests as they do in other social networking sites (e.g., Facebook), while at the same time, they get connected for unidirectional broadcasting relationships as they do in more tradi- tional media (e.g., News, blogs). Thus, as the influence of traditional media is represented by the number in circulation, the influence of any individual user is often estimated by the number of followers (Kwak et al. 2010). While the number of followers provides a quick snapshot of potential influence, the number of retweets and mentions represents a quali- fied description of actual influence (Cha et al. 2010; Kwak et al. 2010). To compare these, Cha et al. (2010) grouped Twitter activities into three categories: (1) in degree-influence (i.e., number of followers indicating the size of the audience), (2) retweet-influence (i.e., number of retweets indicating the capability to generate contents with pass-along value), and (3) mention-influence (i.e., number of tweets that respond to or comment on others’ tweets). While the authorbasically adopt their categorization, for further analysis, the au- thordivided their third category (mention-influence) into two subcategories: user-mention and user-reply.

What is Twitter's user base? What time do people access to Twitter most? Twitter ’s largest user base is not teenagers or college students, but adults from 35 to 49 years. The number of users in this age group is close to 300 million, accounting for 41.7% Twitter ’s total number of users. It ranked the highest proportion. The survey also shows that many people like to access Twitter on work.

To maximize the impact of Twitter, linking Twitter with other platforms such as Facebook and youtube can boost fan engagement. Brands should delicately take advantage of hashtags, with which the consumers could get the most out of tweets.

5.14 Characteristics of public platforms

The internet has made it possible for anyone with a basic computer literacy to access a virtually unlimited amount of information. Now, public platforms technology provides additional momentum for a more disruptive mode of information-sharing and relationship building practices. In the space of social media, a large portion of previously passive information consumers has been transformed into powerful creators, transmitters, and discussants of information.

This new media exhibits distinctive characteristics that essentially reshape the ethi- cal standards of public identities. First, the public platforms is dialogic. The dialogic mode of communication is the ultimate foundation that sets apart the social media from the tra- ditional ones (Schultz et al. 2011). It shifts the emphasis of media communication from managing audiences to building and maintaining relationships (Taylor et al. 2001). From the stakeholders’ points of view, the dialog within social media is an important escape from the ‘‘elite-controlled and hierarchical corporate media structures’’ (Benkler 2006; Lyon and Montgomery 2012).

The dialogic communication facilitates the relationships that are ethically superior (Pearson 1989) and practically beneficial to both firms and their stakeholders (Taylor et al. 2001; Park and Reber 2008; Rybalko and Seltzer 2010). In this respect, the decision to expand the channel for this dialogic mode of communication can be seen as a decision to take a more ethical position in terms of stakeholder relationships.

Second, social media is uncontrollable. The space of social media is composed of inputs infused by the numerous users who are far beyond the control of any single entity. The information flow is multidirectional, interconnected, and difficult-to-predict (Friedman 2006). Hence, the collective opinion is virtually immune to any intentional manipulation by traditional means. It is unrealistic for any entity (an individual, corporate, or government organization) to expect that it could successfully achieve any manipulation to shape or alter the ‘‘collective intelligence’’ (Callahan 1988) behind-the-scenes without introducing significant repercussion (Qualman 2010).

Third, social media creates ‘‘coordinated effects of uncoordinated actions’’ (Benkler 2006). Without any traditional type of efforts for coordination, once digitized and connect- ed to the internet, all contents are transformed into shared data objects that are freely ac- cessible, searchable, and traceable to anyone (Manovich 2002). A dissatisfied consumer can now easily find ‘‘affirmation and social supports’’ through sharing experiences in- stead of suffering from the ‘‘lonely experience’’ of dissatisfaction (Ward and Ostrom 2006). This ‘‘coordinated effects’’ exhibit exceptional capacity to locate responsible behaviors and disclose improper ones. Therefore, inferior companies and products can hardly hide be- hind massive marketing budgets (Qualman 2010). As one business ethics consultants quipped ‘‘in this world you better do it right—you do not get to pick up and move to the next town so easily your reputation will follow you and precede you on your next stop (Friedman 2006, p. 185).’’

These characteristics, combined with the increased availability of information to stakeholders, engender a highly informed stakeholder group that is ready to act against any sign of misinformation or manipulation. And this will pose different kinds of chal- lenges to different firms depending on their perceived likelihood of a backlash. Before moving forward to the discus- sion of how these characteristics influence firms’ adapta- tion to the new media, a brief review of Twitter, the representative social media, is in order.

5.2 Two-way communication of CSR on public platforms

Take Facebook as an example. How to prompt two-way communication and in- crease the interaction between the corporate and fans? The best way is to initiate activities on Facebook. Through text descriptions, photographs publicity, video distribution, or integration of the above method to initiate activities, aimed at reaching the maximum extent of potential users on Facebook, stimulate fans to participate in activities, publicity and promotion, to attract more fans attention, forming a virtuous circle, reached the dual interaction both online and offline.

Enterprises can initiate online activity, then move it to the offline, formulating a direct interaction between companies and fans. Compared to online interactive activities offline ones are more direct and real. User can feel and sense the services and products by themselfs. While, the online activities can reduce the cost of corporate propaganda, and more likely to be accepted by young users, and more convenient.

Another important means of increasing the interaction between the enterprise and the fans is Facebook's message function, leave messages and response messages process establish a subtle Internet relationships between companies and users. Comments can enhance the degree of goodwill between the two sides, but the organizer should avoid advertising messages with obvious traces, or send bulk mail.

The company CSR behavior in the implementation process need to get stakeholder support and interaction, an important part of this part is to build a two-way information exchange CSR strategy. The company CSR behavior can be divided into two long-term and short-term goals, such as the theory from which the objective, in the implementation process, stakeholder support and interaction not only helps to improve the company's CSR behavior of the company with the power of stakeholders fulfillment efficiency and achieve better social effects, but also can affect the company's efforts to expand in the community, to achieve a win-win and the coordinated development of the company and society. For example, the company can periodically or when required disclosure through the media release to stakeholders CSR implementation process of the announcement, or organization more representative of the stakeholder meeting to discuss further action to amend the proposal. The relative efficiency of the implementation of the company in terms of CSR behavior plays a role in the ease of their actions, and therefore, in the im- plementation process the company should be timely and proactive implementation and they interact and seek their support in order to improve the efficiency of the implementa- tion of CSR practices.

To achieve the purpose of CSR activities, it requires communication with the stake- holders, not only to convince them that the company is serious about its CSR strategies, but also to reap benefits that come with such an image, e.g. competitive edge, keeping out new entrants, avoiding penalties for unethical behavior, preempting the impact of future legislation as well as long-term investment in corporate image. In short, this is paying due attention to the two ‘C’s of marketing communications: Contact and Convince. The first part may be a great deal simpler than the second, and this is where the importance of source credibility becomes paramount, considering customer cynicism and suspicion of CSR-related communications, according to Khosro S. Jahdi and Gaye Acikdilli (2009)

5.3 How can get intended effect

5.31 Convert the topic of discussion from CSR to product

How can organizer successfully attract customer attention from the awareness of CSR to the image of product. Select appropriate content for the activity post. CSR spread must select the appropriate transmission channel and content. In the selection of the channel of transmission, companies must be careful, because the transmission of the out- side world will affect the behavior of corporate CSR attribution, and produce positive or negative reaction. Research has shown that when companies choose neutral body spread CSR information to the public will increase the degree of perceived sincere, so companies’ CSR activities should not only consider the coverage, propagation efficiency, communica- tion costs and other factors, but also weigh the authority and credibility of transmission channel. The content of the transmission will directly affect the public’s opinion.

5.32 Lead a positive discussion towards product

First, manage good reputation among customers. Some stakeholders are an important resource for CSR communication, so. CSR communication strategy should seek the participation of the various stakeholders. For example, employees through their social relationships are often able to come into contact with other interest groups, and the customer is through the network to enlarge the power of word of mouth.

Second, select social initiative with high support rate. If the company's social initia- tives proposed by stakeholders to obtain recognition and support, then CSR communica- tion between them easier to break through the media interference, become more effective. So, let the stakeholders involved in the design and implementation of CSR strategies to help companies plan a CSR active high support rate, and enhance the effectiveness of C SR communication.

Besides, pay attention to stakeholder awareness of the enterprise's industry. CSR communication results may also be affected by industry reputation. For example, stakeholders often suspect companies in the tobacco and oil industries, which is bound to pose a huge challenge to communication strategies. In this case, the company should be fully aware of the factors that could undermine trust. The company could stress the hope and efforts to achieve industry transformations.

6. Conclusion

As regards of the research question How does the combination of CSR and public platforms influence corporate’s marketing communication, The author conclude that the mentioned combination can influence the impact of marketing communication positively. There three reasons: First, public platforms can convey CSR concept more efficiently, with broader extent of activity impact and more impressive way to get marketing purpose. Second, discussion and communication is the key to CSR, public platforms are ideal method of two-way communication, with characteristics like, easy to participate and ob- tain feedbacks. Third, how customers perceive company as socially responsible can vary from different focuses, more importantly, wide range of awareness of responsible product is the finial purpose of CSR activities.

The purpose of the paper has been to shed light on the strategic alignment and de- partmental arrangements between corporate communication and CSR on public plat- forms. While existing academic literature has pointed to the similarities and possible inte- gration of corporate communication and CSR, there are practically no empirical findings about the departmental integration of corporate communication and CSR in organiza- tions. Although the number of cases is a clear limitation regarding the generalizability of the results, the paper nevertheless makes a contribution by offering insights relevant to both academics and practitioners particularly on public platforms. The analysis and find- ings are primarily relevant in a European context, since previous studies (e.g. Maignan and Ralston, 2002; Habisch et al., 2005) have identified significant cross-cultural differ- ences between CSR practices in Europe and the US. These can be put down to different types of regulations regarding CSR issues, which result in implicit and explicit practices (Matten and Moon, 2008). The results provide researchers and practitioners with a better understanding of the different ways in which CSR is currently integrated into corporate communication on public platforms. Such evidence is also crucial for the design of future academic research in this area, for example when studying organizations within particular industries or countries. In the absence of previous research, this study was designed as descriptive and exploratory in nature and therefore cannot be used to make recommenda- tions on the effectiveness of particular configurations. Consequently, large-scale quantitive statistics-based research would be needed to understand the effectiveness as well as the connection between a company’s culture and vision on the one hand and its choice of in- tegration between corporate communication and CSR on the other.

7. Limitations

A limitation of the study is clearly the number of the cases. The cases discussed in this paper are just part of typic cases, which can demonstrate the research question, but not complete. The selection of cases also is subjected to the author ’s perception. So largescale surveys and observation are expected, in order to provide evidence and statistics in a more general but precise view.

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8. Appendix

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