Importance and conditions of effectiveness of CSR communications in franchise networks

Hanene Oueslati, Saloua Bennaghmouch-Maire, Martine Deparis, Marie-Catherine Paquier
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Abstract

PurposeThe aim of this research work is to consider the relevance of corporate social responsibility (CSR)-related social media communication in franchise networks, with a focus on the perceptions and expectations of franchisors and franchisees and franchisors and franchisees' customers.Design/methodology/approachThree studies were conducted as part of this research: two qualitative studies with franchisors and franchisees in the first instance (N = 39) and franchisors and franchisees' customers in the second instance (N = 13), as well as an online ethnographic study of customer reactions (N = 871) to different CSR communications from the networks already interviewed.FindingsThe results show that CSR communication remains very important in a context characterised by a growing interest in CSR commitment in companies in general and in franchise networks in particular. However, different conditions of effectiveness of this CSR communication have been identified. The different conditions can avoid CSR's detrimental effects and increase CSR's credibility.Practical implicationsIn franchise networks, the task of communicating about CSR is complex. This requires the integration of franchisees, which are very important to CSR's success. CSR communication also requires integrating customers by studying their expectations at this level. This study gives the basic keys to the success of CSR communication in franchise networks, from the point of view of franchisors, franchisees and the customers of franchisors and franchisees.Originality/valueThis study focusses on a topic that has received very little attention, particularly in franchise networks. The various studies conducted allow us to better understand the particularities of CSR communication, particularly in the context of tripartite franchisor–franchisee–customer relations.
企业社会责任传播在特许经营网络中的重要性和有效性条件
本研究工作的目的是考虑与企业社会责任(CSR)相关的社交媒体传播在特许经营网络中的相关性,重点关注特许人与被特许人、特许人与被特许人的客户的看法和期望。设计/方法/方法作为本研究的一部分,我们进行了三项研究:两项定性研究,第一项是针对特许人与被特许人(N = 39),第二项是针对特许人与被特许人的客户(N = 13),以及一项关于客户对来自已接受采访的网络的不同企业社会责任传播的反应的在线人种志研究(N = 871)。研究结果表明,在企业(尤其是特许经营网络)对企业社会责任承诺的兴趣日益浓厚的背景下,企业社会责任沟通仍然非常重要。然而,这种企业社会责任沟通的有效性的不同条件已被确定。不同的条件可以避免企业社会责任的不利影响,提高企业社会责任的可信度。在特许经营网络中,企业社会责任的沟通任务是复杂的。这就需要加盟商的整合,这对CSR的成功非常重要。企业社会责任传播也需要通过研究客户在这一层面的期望来整合客户。本研究从特许人、被特许人以及特许人和被特许人的顾客的角度,给出了特许经营网络中企业社会责任沟通成功的基本关键。独创性/价值本研究关注的是一个很少受到关注的话题,尤其是在特许经营网络中。所进行的各种研究使我们能够更好地理解企业社会责任沟通的特殊性,特别是在特许人-被特许人-客户三方关系的背景下。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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