The Role of Digital Media in Promoting Corporate Social Responsibility (CSR) and Sustainability

Abstract

This research investigates how companies utilize digital media platforms to communicate Corporate Social Responsibility (CSR) and sustainability initiatives, examining the impact on stakeholder trust, public perception, and brand reputation. With the shift from traditional CSR reporting to interactive, real-time communication, digital media now serves as a vital channel for transparency and stakeholder engagement. The study adopts an interpretivist philosophy and inductive qualitative approach, utilizing semi-structured interviews with seven digital media users to explore audience responses to CSR messaging. Findings reveal that platforms like Instagram, TikTok, LinkedIn, and YouTube significantly shape public awareness and sentiment. Authenticity, consistency, and evidence-based storytelling emerged as key elements in fostering trust, while superficial or seasonal campaigns risked backlash and greenwashing accusations. Preferred content formats included short videos, infographics, and behind-the-scenes narratives. Thematic analysis identified six core themes, highlighting both opportunities and challenges in digital CSR communication. The study concludes that effective CSR strategies must prioritize interactive engagement, credible partnerships, and platform-specific content tailored to diverse audiences. These insights offer practical implications for businesses, NGOs, and communication professionals seeking to improve the credibility and impact of digital CSR campaigns in a rapidly evolving digital landscape.