The Matching of CSR Communication Strategies and CSR Models: A Content Analysis Based on Weibo

Hanhan Zhang

doi:10.54254/2754-1169/2025.20729

Research Article

Open access

Published on 8 February 2025

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Zhang,H. (2025). The Matching of CSR Communication Strategies and CSR Models: A Content Analysis Based on Weibo. Advances in Economics, Management and Political Sciences,164,67-72.

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The Matching of CSR Communication Strategies and CSR Models: A Content Analysis Based on Weibo

Hanhan Zhang *^,1,

¹ Department of Journalism and Communication, Hong Kong Chu Hai College, HKSAR, China

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/2025.20729

Abstract

As social media becomes an essential tool for disseminating Corporate Social Responsibility (CSR) initiatives, there is a lack of academic discussion on how to effectively match different CSR models with communication strategies. This paper explores the theoretical foundations and practical applications of such matching on the Weibo platform based on established classifications of CSR models (Cultivating Goodwill, Compensating, and Corrective) and communication strategies (Broadcasting, Reacting, and Engaging). By analyzing CSR-related content published by Chinese companies on Weibo, the study finds that Corrective CSR matches best with engaging strategies, Compensating CSR aligns well with reacting strategies, and Cultivating Goodwill CSR tends to adopt broadcasting strategies. This research not only validates theoretical assumptions regarding CSR communication but also provides practical guidance for companies to optimize their social media communication strategies. Future research could further examine the impact of these matches on public sentiment and behavioral responses.

Keywords

Corporate Social Responsibility (CSR), Matching Effectiveness, Social Media Communication, Weibo

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References

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Cite this article

Zhang,H. (2025). The Matching of CSR Communication Strategies and CSR Models: A Content Analysis Based on Weibo. Advances in Economics, Management and Political Sciences,164,67-72.

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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 4th International Conference on Business and Policy Studies

Conference website: https://2025.confbps.org/

ISBN：978-1-83558-951-9(Print) / 978-1-83558-952-6(Online)

Conference date: 20 February 2025

Editor：Canh Thien Dang

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.164

ISSN：2754-1169(Print) / 2754-1177(Online)

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