How do virtual corporate social responsibility dialogs generate value? A case study of The Unilever Sustainable Living Lab

Emanuela Jurietti, Andreina Mandelli and Morana Fudurić

Corporate Social Responsibility and Environmental Management, 2017, vol. 24, issue 5, 357-367

Abstract: Today, companies have an increasing need to integrate stakeholders in CSR processes. The emergence of web 2.0 platforms and social media not only facilitates stakeholder interaction, but has also led to a new form of interaction opportunity called co‐creation. We use a single case study of The Unilever Sustainable Living Lab to empirically test the virtual CSR dialogs framework, which is the main contribution of the paper. More specifically, we examine the extent to which CSR value can be generated by incorporating specific social media platforms that allow co‐creation among users and companies. The findings indicate dialog characteristics were critical when designing co‐creation dialogs on sustainability. Additionally, we confirmed the link between dialog characteristics and community identification and CSR expectations. However, the model failed to illustrate the difference between opportunities of co‐creation, i.e., dialog characteristics, and actual co‐creation experience. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

Downloads: (external link)
https://doi.org/10.1002/csr.1407

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wly:corsem:v:24:y:2017:i:5:p:357-367

Access Statistics for this article

More articles in Corporate Social Responsibility and Environmental Management from John Wiley & Sons
Bibliographic data for series maintained by Wiley Content Delivery ().