ABSTRACT
Based on the interviews of senior executives responsible for CSR/corporate communication in medium to large public/private sector firms in an emerging market context, that is, India, this study investigates the rationale behind organizations’ use of digital media for communicating CSR initiatives and also explores the organizational strategic imperatives of CSR digital outreach by the firms. The findings indicate that digital media for CSR can mobilize stakeholders meaningfully, and secondly, such communication in the digital domain can strategically contribute towards brand growth and cohesiveness among stakeholders.
