CSR Communication Through Social Media - a Strategy . for Brand Building and Market Growth

Abstract

It has already been proved that the communication of CSR initiative is a reliable method to craft positive brand image and ensure market growth of a company. Positive image created by the CSR communication influences the psychology of a person and can lead the consumer to remain associated or to switch to a brand associated with good cause. It is to note that the communication process of CSR initiative requires proper planning and care with absolute strategy to influence the mind of the consumer/ stakeholder/ community member. Social media has the power of using CSR communication to build the brand and ensure market growth. This paper aims to explore how social media could project the initiatives of the company around Corporate Social Responsibility for building brand image.