Examining Relationship among Corporate Social Irresponsibilites, Social Media Communication and Reputation of Indian Real Estate Companies
Main Article Content
Communication is one the leading tools for developing and maintaining corporate social responsibilities in any organization and corporate house. In the globalized World, social media created significant space in communication system and potentially influencing human behaviour in relation to determine responsible and irresponsible behaviour. In case of corporate social responsibility (CSR), “Companies must voluntarily conduct their businesses in an economically, socially and environmentally responsible atmosphere and manner to be sustainable over a long period of time in competitive market. Corporate social responsibility (CSR) refers to business practices involving initiatives that benefit society other than mere financial gains” (Freeman, 1984). CSR can be viewed from two perspectives, i.e. internal and external CSR. Jayabalan, (2016) has defined internal CSR “as employee emotional attachment towards the organization” Though the concept of CSR is very popular organizations communicate their efforts of CSR activities to hide irresponsible acts from the stakeholders. Armstrong, Pioneer of the concept of CSI, defines it as an umbrella term for a number of questionable actions taken by the firm. Thus, through this research the researcher tries to analyze the impact that social media communications have in mitigating irresponsible behavior of firms with reference to India. The study was conducted with the help of a self constructed questionnaire which was examined on a sample of 350 employees. The employees from construction industry comprised the sample, which included project managers and engineers, technicians and architect. This data was analyzed using one sample t-test and gap analysis. It is a composite and comprehensive study conducted through quantitative and qualitative research approaches. Moreover, findings of the study suggested that, positive and significant impact has been shown by the social media platforms and communications in mitigating corporate social irresponsibility.