CSR
COMMUNICATION
CONFERENCE 2015
CONFERENCE PROGRAMME
The 3rd International CSR
Communication Conference
University of Ljubljana
September 17-19, 2015
PREMIUM CONFERENCE PARTNER
CONFERENCE SPONSORS
WELCOME TO CSRCOM2015
DEPARTMENT OF MARKETING COMMUNICATION AND PUBLIC RELATIONS, FACULTY OF SOCIAL
SCIENCES, UNIVERSITY OF LJUBLJANA
On behalf of the Faculty of Social Sciences, University of Ljubljana, the Municipality of Ljubljana and other sponsors, it is a
pleasure to welcome you to the Third International Communication CSR Conference. This conference focuses on concepts,
theories and methodological approaches to CSR communication and provides a view into the latest research in the academic field as well as an insight into the ways CSR communication is being practiced within the business environment.
Enjoy the conference and your stay in Ljubljana!
Conference Chairs
URŠA GOLOB
KLEMENT PODNAR
Associate Professor,
Centre for Marketing
and Public Relations,
Marketing Communication
and Public Relations
Department,
University of Ljubljana
Professor,
Centre for Marketing
and Public Relations,
Marketing Communication
and Public Relations
Department,
University of Ljubljana
ANNE E. NIELSEN
CHRISTA THOMSEN
Professor,
Centre for Corporate
Communication
Department of Business
Communication,
Aarhus University
Associate Professor,
Centre for Corporate
Communication,
Department of Business
Communication,
Aarhus University
WIM J. L. ELVING
Associate Professor,
Centre for Corporate
Communication
Department of Business
Communication,
University of Amsterdam
CSRCOM2015 – 3rd International CSR Communication Conference, 17-19 September 2015, Ljubljana, Slovenia
CONFERENCE PROGRAMME
Thursday, September 17
17.30 – 18.00
Registration
University of Ljubljana, Kongresni trg 12, Senate Hall
18.00 – 18.15
Welcome: Prof. Ivan Svetlik
Rector of the U. of Ljubljana (U. Ljubljana, SI)
Organizers’ Adress
Senate Hall
18.15 – 18.35
Plenary session 1: Tjaša Ficko
Deputy Major of the City of Ljubljana
“Ljubljana – The European Green Capital 2016”
Senate Hall
18.35 – 19.00
Plenary session 2: Dr. Craig Carroll
Visiting scholar (New York U., USA), Founder & Executive Director of the Observatory on
Corporate Reputation
“Examining Transparency Signals in CSR Reporting Via Big Data: A Path to Accountability”
Senate Hall
19.00 – 20.00
Eco Wine Tasting (Erzetič Winery) & Reception
Reception Area
9.00 – 9.30
Morning Coffee
Ljubljana Castle , Grajska planota 1
9.30 – 9.45
Opening: Urša Golob & Klement Podnar
Conference Chairs (U. Ljubljana, SI)
Estates Hall – K
9.45 – 10.45
Keynote Address: Laura J. Spence
Professor of Business Ethics, Director CRIS (Royal Holloway, U. London, UK)
“CSR Communication for the 99%: Taking SMEs Seriously”
Estates Hall – K
10.45 – 11.00
Coffee
Estates Hall – O
11.00 – 12.15
Parallel Sessions 1-3
Session 1: Engaging & Communicating with Stakeholders
Session 2: CSR Communication in Different Industries
Session 3: Exploring CSR Dissemination
Estates Hall – K, Frederick’s Tower 1, Frederick’s Tower 2
12.15 – 13.15
Parallel Sessions 4-5
Session 4: Exploring CSR Dissemination and Institutionalization
Session 5: NGOs and CSR practice
Estates Hall – K, Frederick’s Tower 1
13.15 – 14.30
Lunch
Estates Hall – O
Friday, September 18
14.30 – 15.30
Parallel Sessions 6-8
Session 6: Digital Conversations in CSR Communication
Session 7: CSR Reporting & Transparency
Session 8: CSR-related Theoretical & Research Perspectives 1
Estates Hall – K, Frederick’s Tower 1, Frederick’s Tower 2
15.30 – 15.45
Coffee
Estates Hall – O
15.45 – 16.45
Parallel Sessions 9-10
Session 9: Building Reputational & Client Value Through CSR
Session 10: Perceptions of CSR & the Media
Estates Hall – K, Frederick’s Tower 1
16.45 – 17.30
Discussion Panel
Moderator: Gabriele Faber-Wiener
Center for Responsible Management, Austria
“Does CSR increase credibility of companies and how?”
Participants: Dr. Craig Carroll, New York U., Dr. Mihael Kline, U. of Ljubljana,
Prof. Laura J. Spence, Royal Holloway, U. London
Estates Hall – K
18.30 – 19.00
Visit to Brewery Museum
Union Brewery, Celovška cesta 22
19.00
Conference Dinner
Union Brewery, Celovška cesta 22
Saturday, September 19
9.00 – 9.30
Morning Coffee
Estates Hall – O
9.30 – 10.30
Keynote Address: W. Timothy Coombs
Professor (Texas A&M U., USA)
“’Corporate Socialization’: How Social Media and Social Issues can Drive CSR”
Estates Hall – K
10.30 – 11.45
Parallel Sessions 11-13
Session 11: Strategic Role of CSR Communication
Session 12: Legitimacy Issues in CSR Communication
Session 13: Marketing & Branding Perspectives on CSR
Estates Hall – K, Frederick’s Tower 1, Frederick’s Tower 2
11.45 – 12.00
Coffee
Estates Hall – O
12.00 – 13.00
Plenary Practice Session
Moderator: Alenka Jakomin
Senior Consultatnt (Corporate Communication), Pristop, SI
“Trends in Communicating CSR Activities: Insights from Practice”
Participants: Ana Kljaić, The Coca-Cola Company Public Affairs & Communications Manager for
BG/CRO/BH/SLO, Miha Mermal, Mission Green Unit, director – BTC, d.d., Nina Sankovič, Head of
Public Relations, Snaga d.o.o.
Estates Hall – K
13.00 – 14.00
Lunch
Estates Hall – O
14.00 – 15.00
Parallel Sessions 14-16
Session 14: CSR Reporting & Disclosures
Session 15: CSR-related Theoretical & Research Perspectives 2
Session 16: Environmental Aspects of CSR
Estates Hall – K, Frederick’s Tower 1, Frederick’s Tower 2
15.00 – 16.00
Roundtable Discussion
Moderator: Wim J. L. Elving
Associate professor (U. Amsterdam, ASCoR, NL)
“CSR and Sustainability is Paying off: Management and Communication Perspectives on Integrating CSR into Business Practice”
Participants: Prof. Dejan Verčič, U. of Ljubljana, Prof. Robert L. Heath, U. of Huston, Prof. Danica
Purg, IEDC Business School & UNGC Slovenia, Valdis Wish, founding partner of LGM Interactive,
Berlin
Estates Hall – K
16.00
Best Paper and Best Presentation Awards
Farewell
Estates Hall – K
CSRCOM2015 – 3rd International CSR Communication Conference, 17-19 September 2015, Ljubljana, Slovenia
Parallel Sessions 1-3
Friday, September 18
11.00 – 12.15
ENGAGING & COMMUNICATING WITH STAKEHOLDERS
Estates Hall - K
Chair: Zlatko Jančič, U. Ljubljana
CSR COMMUNICATION IN DIFFERENT INDUSTRIES
Frederick’s Tower 1
Chair: Sabine A. Einwiller, U. Vienna
EXPLORING CSR DISSEMINATION
Frederick’s Tower 2
Chair: Craig E. Carroll, New York U.
Reconceptualising CSR as shared value: Towards a multistakeholder perspective
Christiane Marie Høvring (Aarhus U.)
Exploring CSR communication research in the fashion and Transforming aspirational talk into action –
apparel industry: A quantitative and qualitative review of an empirical study
existing literature
Elisabeth Koep (Dublin Institute of Technology)
Candance L. White (U. Tennessee),
Anne Ellerup Nielsen & Chiara Valentini (Aarhus U.)
“Just Do It” vs. “Strategic relations with stakeholders”: The
challenges in communicating CSR in Thailand
Parichart Sthapitanonda (Chulalongkorn U.)
Communicating CSR in the casino industry: An update
Jessalynn Strauss (Elon U.)
How can corporate social responsibility (CSR) gain relevance in internal communication? A network perspective on communication processes
Jana Kollat (Leuphana U. Lüneburg)
Solving challenges of organizations/companies by open
source of sustainable innovations
Mojca Markizeti (IEDC Business School)
Communication transparency in ethical and traditional
banking: Is there any difference in the banking industry
in Spain?
Elisa Baraibar-Diez, María D. Odriozola, José Luis Fernández-Sánchez & Ladislao Luna-Sotorrío (U. Cantabria)
Establishing thought leadership on sustainability topics
online
Valdis Wish (LGM Interactive)
Reprocessing from the inside: Employees’ perception of
participative CSR approaches
Carina Koch (Leuphana U. Lüneburg)
The bank enacting CSR – discursively legitimizing power
subtly
Elisabeth H. Thomsen (Aarlborg U.)
Organizing for corporate social responsibility communication: An empirical analysis
Hannah Trittin (U. Zurich)
CSRCOM2015 – 3rd International CSR Communication Conference, 17-19 September 2015, Ljubljana, Slovenia
Parallel Sessions 4-5
Friday, September 18
12.15 – 13.15
EXPLORING CSR DISSEMINATION & INSTITUTIONALIZATION Estates Hall - K
Chair: Robert L. Heath, U. Huston
NGOs AND CSR PRACTICE
Frederick’s Tower 1
Chair: Franzisca Weder, U. Klagenfurt
Managers as institutional entrepreneurs: A discursive
perspective on CSR institutionalization
Vidhi A. Chaudhri (Erasmus U. Rotterdam)
Businesses and NGOs: Their role in shaping CSR
theory and practice
Anastasios Theofilou & Georgiana F. Grigore
(Bournemouth U.)
Origin stories in CSR: Genesis of CSR at British American
Tobacco
W. Timothy Coombs & Sherry J. Holladay (Texas A&M U.)
CSR communication and NGOs: Perspectives
from Vietnam
Marianne D. Sison (RMIT U.) & Hue Duong
(RMIT International U.)
The communication process in the dissemination of sustainable practices: A survey of Brazilian MSMEs
Maria Aparecida Ferrari & Valdete Cecato (U. São Paulo)
Sport-based CSR – a tool in building a better society?
Ulla Hakala (U. Turku)
CSRCOM2015 – 3rd International CSR Communication Conference, 17-19 September 2015, Ljubljana, Slovenia
Parallel Sessions 6-8
Friday, September 18
14.30 – 15.30
DIGITAL CONVERSATIONS IN CSR COMMUNICATION
Estates Hall - K
Chair: W. Timothy Coombs, Texas A&T U.
CSR REPORTING & TRANSPARENCY
Frederick’s Tower 1
Chair: Anne Ellerup Nielsen, Aarhus U.
CSR-RELATED THEORETICAL & RESEARCH PERSPECTIVES 1
Frederick’s Tower 2
Chair: Laura J. Spence, Royal Holloway, U. London
Conceptualizing the digital conversational capital: The
strategic value of online conversations in CSR field
Grazia Murtarelli (IULM U.)
Strategies for implementing the requirements of new
reporting guidelines in the sustainability reporting of
Swiss companies
Katharina Hetze, Verena Berger, Fridolin S. Brand (ZHAW
School of Management and Law), Claus-Heinrich Daub
(U. Applied Sciences and Arts Northwestern Switzerland)
& Herbert Winistörfer (ZHAW School of Management and
Law)
Building a theory of CSR communication on meso
and macro level
Stefan Jarolimek (Johannes Gutenberg-U. Mainz)
Afraid of interaction? Stakeholder engagement regarding
CSR on social media
Wim J. L. Elving (U. Amsterdam)
(In)Transparency in CSR reporting?
Sabine A. Einwiller (U. Vienna) & Craig E. Carroll
(New York U.)
Unlocking corporate social responsibility: Minimalism,
maximization, and neo-institutionalist resource
dependncy keys
Robert L. Heath (U. Huston) & Damion Waymer
(U. Cincinnati)
Carnivalesque CSR Communication: Examining ‘dispersed
authority’ in social networking sites
Sarah Glozer (Royal Holloway, U. London),
Robert Caruana & Sally A. Hibbert (U. Nottingham)
A cross-cultural analysis of blame, hardship, and denial in
CSR reporting
Craig E. Carroll, Jaclyn Mironov & MinJung Kim
(New York U.)
Mapping the CSR communication field in Europe
Urša Golob, Nataša Verk & Klement Podnar
(U. Ljubljana)
CSRCOM2015 – 3rd International CSR Communication Conference, 17-19 September 2015, Ljubljana, Slovenia
Parallel Sessions 9-10
Friday, September 18
15.45 – 16.45
BUILDING REPUTATIONAL & CLIENT VALUE THROUGH CSR
Estates Hall - K
Chair: Klement Podnar, U. Ljubljana
PERCEPTIONS OF CSR & THE MEDIA
Frederick’s Tower 1
Chair: Christa Thomsen, Aarhus U.
How much does CSR count? A study of Chinese luxury
consumers’ attitude and behaviour
Baobao Song & Mary Ann Ferguson (U. Florida)
How financial crisis changed public perception of CR
Daniel Vogler, Mario Schranz & Mark Eisenegger
(U. Zurich)
Crisis control through regulatory focus
Viktor Koritarov, Guido Berens, Cees B.M. van Riel & Pieter
Desmet (Erasmus U. Rotterdam)
Use and abuse of sustainability in the media: A comparison between sustainability rhetoric in Italian, Austrian
and German newspapers
Denise Voci & Franzisca Weder (U. Klagenfurt)
Reputation or responsibility for client-perceived value?
The moderating role of strategic orientation
Vesna Žabkar (U. Ljubljana) & Maja Arslanagić-Kalajdžić
(U. Sarajevo)
CSR communication during critical events: A semiotic
perspective
Maria Ivanova-Gongne & Stefan M. Lang
(Åbo Akademi U.)
CSRCOM2015 – 3rd International CSR Communication Conference, 17-19 September 2015, Ljubljana, Slovenia
Parallel Sessions 11-13
Saturday, September 19
10.30 – 11.45
STRATEGIC ROLE OF CSR COMMUNICATION
Estates Hall - K
Chair: Wim J. L. Elving, U. Amsterdam
LEGITIMACY ISSUES IN CSR COMMUNICATION
Frederick’s Tower 1
Chair: Ana Tkalac Verčič, U. Zagreb
MARKETING & BRANDING PERSPECTIVES ON CSR
Frederick’s Tower 2
Chair: Vesna Žabkar, U. Ljubljana
Small business social responsibility communication:
Towards a Foucauldian conceptualisation
Mette Morsing (Copenhagen Business School)
& Laura J. Spence (Royal Holloway, U. London)
Lipstick on a pig: Is CSR communication authentic or
cosmetic? Evidence from a Ghanaian study
Ralph Tench & Mavis Amo-Mensah (Leeds Beckett U.)
Corporate social responsibility oriented marketing: A
communication challenge
Maria Manuel Pedrosa (ICRM - Steinbeis U. Berlin)
Heartcore Business? A study of the challenges social
enterprises experience when communicating their
corporate identity
Line Schmeltz (Aarhus U.)
The government-firm-society triad in ubiquitous computing: ethical issue or harmonious chorale? The case of RFID
technology
Anna Margulis, Harold Boeck & Fabien Durif
(U. Quebec in Montreal)
Adolescents’ awareness of CSR Djarum foundation advertisement: Is it truly CSR advertisement?
Isabella Astrid Siahaya & Heru Prasadja
(Atma Jaya Catholic U. Indonesia)
Credibility of companies
Gabriele Faber-Wiener (Center for Responsible Management)
The advantages outweigh the disadvantages:
Corporate legitimacy through CSR communication
Philipp Bachmann & Diana Ingenhoff (U. Fribourg)
Cross-cultural differences in consumers’ perception of the
credibility of cause-related marketing (CRM) campaigns
Paula Maria Bögel, Sigrid Bekmeier-Feuerhahn & EllaSopie Hannemann (Leuphana U. Lüneburg)
Conspicuous corporate social responsibility
Dejan Verčič (U. Ljubljana) & Ansgar Zerfass
(U. Leipzig)
Consumers’ need for consistency in corporate communications
Michał Chmiel (Jagiellonian U.)
CSRCOM2015 – 3rd International CSR Communication Conference, 17-19 September 2015, Ljubljana, Slovenia
Parallel Sessions 14-16
Saturday, September 19
14.00 – 15.00
CSR REPORTING & DISCLOSURES
Estates Hall - K
Chair: Dejan Verčič, U. Ljubljana
CSR-RELATED THEORETICAL & RESEARCH PERSPECTIVES 2
Frederick’s Tower 1
Chair: Andrej Škerlep, U. Ljubljana
ENVIRONMENTAL ASPECTS OF CSR
Frederick’s Tower 2
Chair: Candance L. White, U. Tennesee
Voluntary and/or mandatory standardization of CSR
reports? Critical comments from a quantitative content
analysis of CSR reports
Irina Lock & Peter Seele (U. Lugano)
The Common Good Balance: Sustainability performance,
measurable and comparable
Roseli Cristine Gonçalves (Independent Consultant)
Energy literacy as a key component of energy stakeholder’s CSR-communication agenda
Mojca Drevenšek (Consensus d.o.o.), Katja Krasko Štebljaj
(ELES), Marko Marhl (U. Maribor) & Tomaž Žagar (ARAO)
CSR reporting discussed in the light of signalling and
stakeholder perception theories
Katharina Hetze (ZHAW School of Management and Law)
A conceptual foundation for expectations of corporate
responsibility
Laura Olkkonen (Lappeenranta U. of Technology)
(Lack of ) Problematization of water supply: Use and
abuse of environmental discourses and claims in the German, Austrian, Slovenian and Italy
Franzisca Weder, Denise Voci & Nadja Christin Vogl
(U. Klagenfurt)
The evolution of CEO letters on BP’s sustainability reports:
A longitudinal study
Francisca Farache & Keith J. Perks (U. Brighton)
A theoretical model for communicating within and
about CSR
Elbé M. Kloppers (North-West U.)
Greenwashing revisited: In search for a definition
Peter Seele (U. Lugano) & Lucia Gatti (U. della Svizzera
Italiana)
DEPARTMENT OF
MARKETING COMMUNICATION
AND PUBLIC RELATIONS
Faculty of Social Sciences
University of Ljubljana
Kardeljeva ploščad 5
Tel. +386 1 58 05 264
E-mail [email protected]
Web csr-com.org

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