The aftermath of communicating CSR campaigns' results: A perception study

Abstract

The study aims to assess the adequacy to which main companies in Romania communicate the outcome of their corporate social responsibility (CSR) campaigns to the public, by comparing the public's perception of social responsibility as demonstrated by companies with reported non‐financial results. The study focuses on identifying public perception on the type of activity associated with social responsibility; how adequately the respondents ranked the main types of non‐financial results; how socially responsible the companies are perceived by the public; and how well‐known the main CSR campaigns and the companies initiating them were. Although there are online reports containing the non‐financial results of companies, either the public has not been interested or the communication of such results is inefficient. Instead, people's perception on the type of activities run by companies is formed mainly from the media and by reading materials made available on the companies' web pages.