Mudit Verma, O.P. Jindal Global University
ABSTRACT
Corporate Social Responsibility can be used as a marketing strategy by companies to enhance brand image, reputation, and customer loyalty. However, solely using CSR as a marketing strategy can be seen as insincere and may actually harm a company's reputation if it is perceived as disingenuous. Thus, it is vital to ensure that CSR initiatives are authentic and aligned with the values and business practices of the organization. In this paper, I will examine Corporate Social Responsibility from a corporate marketing strategy, highlighting the critical role of CSR in adopting effective corporate marketing strategies. A few of the tactics that I will be analyzing that companies can adopt while using CSR as a marketing strategy are i) Finding the right CSR initiative, ii) Determining the business case for CSR, iii) Acquiring insights from all the stakeholders, and iv) Seeking out partnerships with a community organization. Further, I will examine the significance of emotional marketing theory for understanding CSR in the era of big data. Thus, the paper aims to examine the influence of CSR on an organization's marketing strategy and its shortcomings in relation to the company's marketing activities.
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