Purpose

The purpose of this study is to analyze the corporate social responsibility (CSR) communication of the Fortune top-100 companies during the coronavirus disease 2019 (COVID-19) pandemic. Specifically, the authors examine the messages of international companies' CSR communication to customers during the pandemic, focusing particularly on the companies' posts on Twitter. In addition to identifying what international companies communicate, the authors determine the motives of companies' COVID-19-related CSR communication as well as how companies strategically approach CSR communication.

Design/methodology/approach

Using Nvivo, the authors carried out content analysis of the COVID-19-related tweets of the Fortune top-100 companies using Twitter's ‘advanced search’ tool. The analysis included tweets posted between 1 February 2020 and September 2021, a period that represents the peak of the pandemic.

Findings

Study findings indicate that COVID-19-related CSR responses of international companies are driven by commitment to organizational values, attainment of recognition for timely response to COVID-19, altruistic motives to combat COVID-19 and congruence with social movements that create expectations from customers to respond to the COVID-19 pandemic. Most companies adopt a response strategy to CSR communication, by informing customers of their COVID-19 responses in relation to several issues such as alterations in companies' processes and the impacts of the pandemic on health.

Practical implications

The study suggests that the CSR practices of companies should be strategically embedded in organizations' international marketing plans and not remain just on-off responses to crises should marketing-related benefits be obtained. Several recommendations are made to strengthen companies' adoption of a proactive, engagement-oriented approach to CSR communication.

Originality/value

The CSR communication of international companies during external crises has not been sufficiently studied in relation to international marketing, as most studies considered internal corporate crises. Focusing on an external crisis (COVID-19 pandemic) with global impacts, this study advances existing knowledge on international companies' CSR communication to their customers. Additionally, this study offers new insights on the role of integrated, coordinated and consistent CSR messages and strategies, which are targeted to the needs and expectations of domestic and international customers in response to COVID-19 pandemic.

中文翻译：

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企业社会责任沟通和国际营销：来自 COVID-19 大流行的见解

目的

本研究的目的是分析财富 100 强公司在 2019 年冠状病毒病 (COVID-19) 大流行期间的企业社会责任 (CSR) 传播。具体来说，作者检查了国际公司在大流行期间与客户的 CSR 沟通信息，特别关注这些公司在 Twitter 上的帖子。除了确定国际公司沟通的内容外，作者还确定了公司与 COVID-19 相关的 CSR 沟通的动机，以及公司如何战略性地处理 CSR 沟通。

设计/方法/方法

使用 Nvivo，作者使用 Twitter 的“高级搜索”工具对财富 100 强公司的 COVID-19 相关推文进行了内容分析。该分析包括在 2020 年 2 月 1 日至 2021 年 9 月之间发布的推文，这段时间代表了大流行的高峰期。

发现

研究结果表明，国际公司与 COVID-19 相关的 CSR 响应是由对组织价值观的承诺、对及时响应 COVID-19 获得认可、抗击 COVID-19 的利他动机以及与创造客户期望的社会运动一致以应对 COVID-19 大流行。大多数公司对 CSR 沟通采取响应策略，将他们对 COVID-19 的响应通知客户与公司流程的改变和大流行对健康的影响等几个问题有关。

实际影响

该研究表明，公司的企业社会责任实践应战略性地嵌入组织的国际营销计划中，而不仅仅是在获得与营销相关的利益时对危机的断断续续的反应。提出了几项建议，以加强公司采用积极主动、以参与为导向的 CSR 沟通方法。

原创性/价值

与国际营销相关的国际公司在外部危机期间的 CSR 沟通尚未得到充分研究，因为大多数研究都考虑了内部公司危机。本研究重点关注具有全球影响的外部危机（COVID-19 大流行），推进了有关国际公司与客户进行 CSR 沟通的现有知识。此外，本研究为综合、协调和一致的企业社会责任信息和战略的作用提供了新的见解，这些信息和战略旨在满足国内和国际客户应对 COVID-19 大流行的需求和期望。