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Exploring Post-Financial Crisis CSR Digital Communications by MNEs in Mexico

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Corporate Social Responsibility in the Post-Financial Crisis Era

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Abstract

The 2008 global financial crisis triggered negative economic, social, and, potentially, environmental impacts; cut available resources; and increased the need for widespread positive corporate social responsibility (CSR) action and communication. Companies should thus profit from the wide coverage and relative low cost of social media communication. In this chapter, we explore current CSR communication trends through an analysis of CSR digital communication patterns from the 50 largest Multinational Enterprises (MNEs) operating in Mexico. Although the use of digital, yet conventional, proprietary CSR communication channels—from corporate websites to annual reports—has become standard practice, we find that a significantly low percentage of companies exploit social media. We explore and discuss the potential reasons for such a failure and draw theoretical as well as practical implications.

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Author information

Authors and Affiliations

  1. Strategy Department, Kedge Business School, Marseille, France

    María Castillo & Virginie Vial

Authors
  1. María Castillo
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  2. Virginie Vial
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Correspondence to María Castillo .

Editor information

Editors and Affiliations

  1. Bournemouth University, Poole, Dorset, UK

    Anastasios Theofilou

  2. Bournemouth University, Poole, Dorset, UK

    Georgiana Grigore

  3. Bucharest University of Economic Studies, Bucharest, Romania

    Alin Stancu

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Castillo, M., Vial, V. (2017). Exploring Post-Financial Crisis CSR Digital Communications by MNEs in Mexico. In: Theofilou, A., Grigore, G., Stancu, A. (eds) Corporate Social Responsibility in the Post-Financial Crisis Era. Palgrave Studies in Governance, Leadership and Responsibility. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-40096-9_10

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