The following are the ten corporate social responsibility issues presented on the websites of those companies used for this study. These include: corporate profile, corporate governance, products and services, employment and human resources, social action, environmental action, external criteria, relationship with publics, economic action, and corporate ethics. The most present and relevant of these issues are related to the presentation of the company’s general characteristics (often the corporate profile) and of their products and/or services. This then proves the so-called presentation function of corporate websites (Capriotti, 2006).
Most of the companies have applied both the descriptive and informative approaches in presenting these issues. However, they are presented in a more commercial perspective, instead of allowing an ethical valuation or an appraisal of the company’s compromises in its production and marketing activities. The different company websites also reveal the importance of corporate governance and their relevance is somehow established in connection with the legislation, thus requiring the companies to present information related to corporate social responsibility.
In transmitting information on the issues that concern corporate social responsibility, corporate citizenship or sustainable development, graphic resources are the main resources being used. Forty five percent (45%) of the different corporate websites believe in the significance of audiovisual resources. However, majority of the corporate websites examined (fifty-five percent – 50%) believe that the use of these graphic resources may be quite trouble some for those experiencing slow website surfing, they make use of interactive resources.
Lastly, five percent (5%) of these companies combine audiovisual and graphic resources in presenting information about corporate social responsibility. However, as observed from the different websites, corporate profile (a presentation of the company and general) and products and services are the only areas wherein the combination of communication resources are available, indicating the importance and relevance of these sections in their websites.
The examination of these websites also reveals the presence of feedback resources which their clients and customers could use in contacting the company with regard to their social responsibility. All the websites that have been examined (one hundred percent) show the presence of email addresses for corporate social responsibility/corporate citizenship/sustainable development issues. On the other hand, neither one of these companies provided other means of obtaining feedback. In other websites, companies provide an opinion poll on the company’s social responsibility.
With regard to email, 93% of the companies have a general email address which is for the common use of all sections on the website and is always present. However, only 7% provided specific email addresses for the different issues connected to corporate social responsibility. This shows that companies have simply relied on emails as a means through which their customers could give feedback. They fail to use other evaluation tools that could include interactive opinion polls, opinion forms, etc.
In the same manner, interactive feedback is also not provided which include blogs, chat rooms, forums, etc. The study also included a survey which a representative from each company accomplished. This survey aimed to look into the importance of corporate social responsibility, as perceived by these representatives. Demographics Twenty (20) respondents, one for each company, accomplished the survey conducted to look into their perception of corporate social responsibility.
Of the twenty participants, four are from the age bracket 20-29 which accounts for twenty percent (20%) of the participants. Seven participants or thirty-five percent (35%) from the age bracket 30-39. Also, 2 respondents or five percent (10%) are between the ages of 40-49. Thirty percent of these respondents or 6 of them fall under the age bracket 50-59 while the remaining respondent or 5% belongs to the age bracket 60 and above.