Evolution of Corporate Social Responsibility: A Content Analysis of United States Magazine Advertising, 1980–2009

Jaejin Lee, Hyejoon Rim

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

There has been widespread and growing interest in corporate social responsibility (CSR). This study examines how CSR practices have changed, corresponding to the changes in social issues by tracking back to the prevalence of CSR advertising in print magazines from 1980 to 2009 when CSR had thrived. Our findings from content analyses of print CSR advertising with Time Magazine and Better Home and Garden suggest that there are significant relationships between social issues and CSR practices by year, target audiences, and industry types. With recent increasing needs for CSR practices in society, this study lays the theoretical and practical groundwork for strategic CSR communication by documenting historical data on CSR advertising.

Original languageEnglish (US)
Pages (from-to)555-577
Number of pages23
JournalJournal of Promotion Management
Volume24
Issue number4
DOIs
StatePublished - Jul 4 2018

Keywords

  • advertising
  • corporate citizenship
  • corporate social responsibility
  • public relations
  • social issues

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