The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy

By Hongwei He, L. Harris. Journal of business research, 2020

1,168 citations recorded by the source corpus.

In this article, we offer some initial examination on how Covid-19 pandemic can influence the developments of CSR and marketing. We argue that Covid-19 pandemic offers a great opportunity for businesses to shift towards more genuine and authentic CSR and contribute to address urgent global social and environmental challenges. We also discuss some potential directions of how consumer ethical decision making will be shifted to due to the pandemic. In our discussion of marketing, we outline how we believe marketing is being affected by this pandemic and how we think this will change, not only the context of marketing, but how organizations approach their strategic marketing efforts. We end the paper with a identifying a number of potentially fruitful research themes and directions.

Subfields: Cognitive Neuroscience, Information Systems and Management, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/6dd061236e8a861cf729b684b859dca3abc8a596

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Citations in the corpus

The value of a firm’s engagement in ESG practices: Are we looking at the right side? (2021, background): “This study also has significant and timely implications which can help managers to better design and manage ESG practices in their companies, an issue which is expected to increase in importance in the wake of the COVID-19 pandemic (Crane and Matten, 2021; He and Harris, 2020).”
COVID‐19 and entrepreneurship: Future research directions (2021, background): “Governments have implemented policies requiring masks to flatten the epidemic curve (He & Harris, 2020).”
Changes in Consumers’ Purchase Patterns as a Consequence of the COVID-19 Pandemic (2021, background): “He and Harris [39] offered research describing the influence of the COVID-19 pandemic on the development of corporate social responsibility and marketing strategies, which could provide an opportunity to address new worldwide challenges.”
Can corporate social responsibility protect firm value during the COVID-19 pandemic? (2020, background): “Although the health of a community may not directly affect hospitality firms’ operation, commitment to that community’s anti-pandemic actions should attract significant media attention (Flammer, 2013; Singal, 2015) and generate a particularly good public image (He and Harris, 2020), enhancing the co”
Exploring customers' responses to online service failure and recovery strategies during Covid‐19 pandemic: An actor–network theory perspective (2021, background): “The literature review informed the development of the research questions in terms of Seetharaman (2020), who identified the need to evoke customer emotions; and Lay (2018) and He and Harris (2020), regarding the balance between digital transformation and brand identity.”
“Donate to help combat COVID-19!” How typeface affects the effectiveness of CSR marketing? (2020, background): “As CSR marketing in the time of COVID-19 has become more prevalent and important for hospitality organizations (Gafni, 2020; He and Harris, 2020), we particularly use the contemporary COVID-19 context to test our proposed interaction effect.”
How does hotel employees’ satisfaction with the organization’s COVID-19 responses affect job insecurity and job performance? (2020, background): “An organization’s authentic and genuine CSR will make its employees feel prouder to be a member of a thoughtful, caring, and generous organization and consequently help an organization build stronger relationships with its stakeholders (He & Harris, 2020; Mao et al., 2020).”
Corporate Social Responsibility during COVID-19 Pandemic (2020, background): “In this sense, the changes that have occurred in society have had a profound effect on CSR to the extent that companies have promoted more genuine and authentic policies that contribute to addressing the most urgent global challenges [4,5].”