ABSTRACT
Corporate social responsibility communication (CSR) research has mainly focused on transmission models of communication. In the last few years, the rapid rise of new technologies has rendered these modes of communication completely behind the times. The chapter discusses the relevance of constitutive approaches and its relationship to CSR communication. Specifically, we examine trends in web-based CSR communication research and argue for a dialogic construction. We also report on an exploratory study from Ghana to demonstrate practical challenges companies face in the use of modern methods of communication. Using insights derived from our research, we advance a shift for companies to redesign their CSR communication strategies and adapt to the new technologies by leveraging the novel opportunities these create in stakeholder engagement.
