Managing CSR communication: A study of legitimacy-seeking strategies adopted by service and product companies

摘要: The purpose of this paper is to analyse how service and product-based industries communicate their efforts in corporate social responsibility (CSR) as legitimacy-seeking strategies. companies are thus compared product use different rhetorical strategies associated legitimacy approaches on websites.,A thematic content analysis the websites belonging Dow Jones Sustainability World Index was conducted, identify (institutional, political strategic), each with modes gain (cognitive, moral pragmatic).,The study shows that differ terms they symbolically manage legitimacy. Service less active communicating CSR two out three identified Other differences observable at an industry level.,The provides in-depth understanding elicited by online communication. Managers can benefit from suggestions sustain specific strategies.,This represents a starting point connecting ongoing debate theory approaches. It demonstrates seeking some extent restrained within industry.