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CSR Communication in Covid-19 — a Case Study of Nordic Aviation Company SAS

Sun, Yufan LU and Lu, Qimin (2021) SMMM20 20211
Department of Service Management and Service Studies
Abstract
Purpose: This paper aims to explore the CSR communication in the natural crisis, with investigation of SAS, a Nordic aviation company who suffers huge negative impact during the pandemic.
Methodology /Approach: The paper presents a case study where it uses thematic approach to identify the CSR communication content, then by the light of semiotic analysis, the semiotic analysis is conducted to interpreting collected data.
Findings: The analysis shows that the SAS is communicating CSR information through online press release, social media, corporate webpage and the sustainability report. It intends to convey positive and supportive image during the epidemic and continues to be responsible to stakeholders. This research proves that... (More)
Purpose: This paper aims to explore the CSR communication in the natural crisis, with investigation of SAS, a Nordic aviation company who suffers huge negative impact during the pandemic.
Methodology /Approach: The paper presents a case study where it uses thematic approach to identify the CSR communication content, then by the light of semiotic analysis, the semiotic analysis is conducted to interpreting collected data.
Findings: The analysis shows that the SAS is communicating CSR information through online press release, social media, corporate webpage and the sustainability report. It intends to convey positive and supportive image during the epidemic and continues to be responsible to stakeholders. This research proves that corporations have preferred stakeholders in the communication process along with the changing social context. In addition, it is found that various communication channels have different functions and targeted stakeholders.
Implications: From theoretical level, the researchers propose a new classification of CSR communication channels based on the character of time-effectiveness of conveyed information. As for managerial implication, the paper concludes that it is necessary to disclose detailed clarification regarding CSR actions in order to improve and maintain the credibility of corporations.
Limitation: This study is hardly to generalise the common result due to the limited empirical object. (Less)
Please use this url to cite or link to this publication:
author
Sun, Yufan LU and Lu, Qimin
supervisor
organization
course
SMMM20 20211
year
type
H2 - Master's Degree (Two Years)
subject
keywords
CSR, CSR Communication, CSR communication in Pandemic, Stakeholder
language
English
id
9062083
date added to LUP
2021-08-03 11:39:16
date last changed
2021-08-03 11:39:16
@misc{9062083,
  abstract     = {{Purpose: This paper aims to explore the CSR communication in the natural crisis, with investigation of SAS, a Nordic aviation company who suffers huge negative impact during the pandemic.
Methodology /Approach: The paper presents a case study where it uses thematic approach to identify the CSR communication content, then by the light of semiotic analysis, the semiotic analysis is conducted to interpreting collected data.
Findings: The analysis shows that the SAS is communicating CSR information through online press release, social media, corporate webpage and the sustainability report. It intends to convey positive and supportive image during the epidemic and continues to be responsible to stakeholders. This research proves that corporations have preferred stakeholders in the communication process along with the changing social context. In addition, it is found that various communication channels have different functions and targeted stakeholders.
Implications: From theoretical level, the researchers propose a new classification of CSR communication channels based on the character of time-effectiveness of conveyed information. As for managerial implication, the paper concludes that it is necessary to disclose detailed clarification regarding CSR actions in order to improve and maintain the credibility of corporations.
Limitation: This study is hardly to generalise the common result due to the limited empirical object.}},
  author       = {{Sun, Yufan and Lu, Qimin}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{CSR Communication in Covid-19 — a Case Study of Nordic Aviation Company SAS}},
  year         = {{2021}},
}