Corporate social responsibility and corporate sustainability in consumer society: A qualitative research on social campaigns with consumer participation

This Master's thesis focuses on corporate social responsibility projects that involve stakeholder participation and which corporations undertake with an intend to create societal benefit and social value, from a corporate sustainability communication perspective. In this regard, first the question of "why corporations have social responsibilities" must be tackled. From one perspective, multinational corporations competing on local and global markets are not only commercial entities but also socially responsible ones and therefore have to be reminded of their responsibilities to the communities where they operate and manufacture. Though some argue, a corporation's sole responsibility is and should be, to make profit. These two opposing opinions define the limits of the debate on corporate social responsibility. This study claims; a business model formed solely on the basis of making profit will not be relevant, given the contemporary market conditions where consumers are much more informed and stakeholder value is as significant as shareholder value. Insofar, the debate on social responsibility was examined from a business perspective. Accepting the background and relevance of social responsibility with regards to business management is of importance, this study however; aims to discuss how social responsibility is executed, what its field of practice is and how it is being used as means of strategic communication.