Online Corporate Social Responsibility Reportage of an Indigenous Ghanaian Bank: A Case of Cal Bank Ltd
2014 (English)In: The Development and Sustainability of African Business: The Role of the African Diaspora / [ed] PD Rwelamila and Anita Spring, International Academy of African Business Development (IAABD) , 2014, 141-152 p.Conference paper (Refereed)
The management literature in recent years has been paying attention to the concept of corporate social responsibility. This could be attributed to stakeholder concerns of ethical practices of companies globally. This study focuses on how an indigenous Ghanaian bank reports its CSR activities online. A conceptual framework was adopted from the extant literature and was used as the basis of content analysis of CAL Bank’s online CSR reportage. “Elite interviews” were conducted with senior management of the bank to ascertain whether or not there was an over or under reportage of the bank’s online CSR activities. This study adopted a qualitative research approach drawing on information from CAL Bank’s website and conducting “elite interviews” with senior managers of the bank. It was noted there was under reportage of the bank’s online CSR activities as their CSR online reportage focuses mainly on external disclosures. It also came to light that the bank’s CSR reportage is fragmented and is not integrated into a marketing communication plan. These findings demonstrate the challenges the bank faces in coordinating and integrating its marketing communication plan.
Place, publisher, year, edition, pages
International Academy of African Business Development (IAABD) , 2014. 141-152 p.
IdentifiersURN: urn:nbn:se:hig:diva-18511ISBN: 978-0-620-61095-7OAI: oai:DiVA.org:hig-18511DiVA: diva2:770567
15th International Academy of African Business Development conference, University of West Indies, Barbados, May 26-29, 2014