[雙語翻譯]外文翻譯--評估企業(yè)社會責(zé)任和社交媒體作為戰(zhàn)略溝通的關(guān)鍵來源

1、2200 英文單詞， 英文單詞，13500 英文字符，中文 英文字符，中文 3800 字文獻出處： 文獻出處：Birim B. Evaluation of corporate social responsibility and social media as key source of strategic communication[J]. Procedia-Social and Behavioral Sciences, 2016, 2

2、35: 70-75.Evaluation of corporate social responsibility and social media as key source of strategic communicationBahad?r B?R?MAbstractGiven that the success of any corporation depends on improving positive relationships

3、with customers, corporations need to have strategic mindset leading to long-term engagement. When customers are at the center of corporation strategies, it is likely to gain acceptance by customers with the help of some

4、communication-oriented activities. This conceptual study searches for how corporation social responsibility and social media usage could become significant components considering strategic communication management by in-

5、depth literature review. Accordingly, in the proposed model, major constructs of strategic communication management were investigated and these constructs are linked to the strategic communication management. As the ante

6、cedents of strategic communication management, corporation social responsibility and social media usage are considered. Corporation social responsibility indicators are considered as environmental responsibility, employe

7、e talent development program, stakeholder dialogue process and socially responsible supply chain management. Social media usage indicators are considered as providing online communities, timely updates, personalized comm

8、unication and tracking large scale of data.Keywords: Corporate social responsibility, social media, strategic communication1. IntroductionNowadays’ businesses have to pay attention to strategic mindset so that they may s

9、urvive in the marketplace. (Bat, 2011). Enterprises desire to accomplish strategic goals in short or long term. An activity that is tailored very well but conflicts with corporate strategies is going to fail within the s

10、cope of strategic management (Köker, 2012). Accordingly, communication perspective for businesses stands for an essential tool with respect to all target markets (Arcos, 2015) .Disciplines such as marketing, adverti

11、sing and public relations aim to help businesses in strategic communication. It deals with specific communication efforts (Hallahan, Holtzhausen, van Ruler, Ver?i? and Sriramesh, 2007). Public relations have an important

12、 role as one of the main disciplines of communication in order to build organizational culture based on its aspects strategically (Frandsen and Johansen, 2013). As an element of strategic communication along with public

13、relations, businesses benefit from corporate social responsibility by offering social value to target market and presenting uniqueness via activities (Holme, 2010). Corporate social responsibility is beyond philantropic

14、activiy, it is a source of opportunity as well as competitive advantage (Porter and Kramer, 2006).Due to its substantial effect on communication strategies, social media is another element which is capable of organizing

15、relationship between businesses and people readily (Colleoni, 2013). Social media is not regarded as a communication trend rather it enables strategic management approach regarding businesses (Sonja Dreher, 2014). When i

16、t is considered that persuasion.Fig. 1. A Model of Strategic Communication ManagementCorporate social responsibility might also be regarded as a key instrument that paves the way for having more hard- working and loyal e

17、mployees for businesses. From this perspective, Vitaliano (2010) examined the effect of corporate social responsibility on decreasing turnover rates as a part of strategic management based on employee communication. Data

18、 set consisted of 84 companies from Fortune magazine’s Top 100 list and each company employed minimum 1,000 employees. After conducting employee survey randomly, findings indicated that there was a relationship between c

19、orporate social responsibility and profit maximization. Because when a firm builds socially responsible policies, it would be easier for firm to decrease turnover rate that costs 3,723 US dollars annually. Accordingly, c

20、orporate social responsibility lets businesses to decrease labor turnover, retain better employees in long- term and increase profitability as results of strategic communication management principles.Hoejmose, Brammer an

21、d Millington (2013) examined social responsibility in compliance with supply chain management by evaluating a sample of 178 corporations. Their study validated the relationship between social responsibility and corporate

22、 strategy. Specifically, the results indicated that socially responsible supply chain management can be meaningful in business to consumers sector. Conversely, business to business sector and low-cost producers disregard

23、 the notion of socially responsible supply chain management. Results also suggested that corporations which adopt differentiation strategies are more interested in socially responsible supply chain management.2.2. Social

24、 Media UsageBugshan, Nick Hajli, Lin, Featherman and Cohen (2014) concentrated on exploring social media as a communication channel related to health care sector. Semi-structured telephone interviews were held so as to l

25、earn participants’ characteristics of internet use. The interviews reported that internet provides an essential platform along with social media. By means of social media, patients feel encouraged to join social communit

26、ies which lead to online social support concerning health problems.McCarthy, Rowley, Ashworth and Pioch (2014) studied how football clubs committed themselves into social media in order to build sound brand image. They a