[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（英文）

1、 Procedia - Social and Behavioral Sciences 235 ( 2016 ) 70 – 75 Available online at www.sciencedirect.com1877-0428 © 2016 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY

2、-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of the organizing committee of ISMC 2016. doi: 10.1016/j.sbspro.2016.11.026 ScienceDirect12th International Strategic

3、 Management Conference, ISMC 2016, 28-30 October 2016, Antalya, Turkey Evaluation of corporate social responsibility and social media as key source of strategic communication Bahad?r B?R?M* aGördes Vocational Schoo

4、l, Celal Bayar University, Gördes, Manisa, Turkey Abstract Given that the success of any corporation depends on improving positive relationships with customers, corporations need to have strategic mindset leading t

5、o 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 communication-oriented activities. This conceptual study searches f

6、or how corporation social responsibility and social media usage could become significant components considering strategic communication management by in-depth literature review. Accordingly, in the proposed model, majo

7、r constructs of strategic communication management were investigated and these constructs are linked to the strategic communication management. As the antecedents of strategic communication management, corporation soci

8、al responsibility and social media usage are considered. Corporation social responsibility indicators are considered as environmental responsibility, employee talent development program, stakeholder dialogue process an

9、d socially responsible supply chain management. Social media usage indicators are considered as providing online communities, timely updates, personalized communication and tracking large scale of data. © 2016 The

10、Authors. Published by Elsevier Ltd. Peer-review under responsibility of the International Strategic Management Conference. Keywords: Corporate social responsibility, social media, strategic communication * Corresponding

11、 author. Tel.: +90 530 372 7313. E-mail address: bahadir.birim@cbu.edu.tr © 2016 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/lic

12、enses/by-nc-nd/4.0/). Peer-review under responsibility of the organizing committee of ISMC 2016.72 Bahad?r Birim / Procedia - Social and Behavioral Sciences 235 ( 2016 ) 70 – 75 strategic tool leading to consume

13、r acceptance. Literally, the key factor for these corporations is to establish corporate culture associated with contributing to environmental responsibility in a sustainable way. Petersen and Vredenburg (2009) tried t

14、o understand how socially responsible way of thinking may alter investment decisions. For that reason, institutional investment organizations which described themselves as socially responsible were chosen according to

15、their portion of shares of the energy companies. Total number 18 respondents who were representatives of the each company took part in the interview and then all the comments were categorized. The results have shown th

16、at corporate social responsibility was a significant variable in decision making process in case an activity had risky aspects. In order to reduce potential risks involving target market, corporate social responsibility

17、 might be seen as a strategic communication tool based on persuasion. Fig. 1. A Model of Strategic Communication Management Corporate social responsibility might also be regarded as a key instrument that paves the way f

18、or having more hard- working and loyal employees for businesses. From this perspective, Vitaliano (2010) examined the effect of corporate social responsibility on decreasing turnover rates as a part of strategic managem

19、ent based on employee communication. Data 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 indic

20、ated that there was a relationship between corporate social responsibility and profit maximization. Because when a firm builds socially responsible policies, it would be easier for firm to decrease turnover rate that c

21、osts 3,723 US dollars annually. Accordingly, corporate social responsibility lets businesses to decrease labor turnover, retain better employees in long- term and increase profitability as results of strategic communica

22、tion management principles. Hoejmose, Brammer and Millington (2013) examined social responsibility in compliance with supply chain management by evaluating a sample of 178 corporations. Their study validated the relat

23、ionship between social responsibility and corporate strategy. Specifically, the results indicated that socially responsible supply chain management can be meaningful in business to consumers sector. Conversely, busines

24、s to business sector and low-cost producers disregard the notion of socially responsible supply chain management. Results also suggested that corporations which adopt differentiation strategies are more interested in s