IMPACT OF ADVERTISEMENT OF CSR ON THE PUBLIC

MARKETING

International Conference on Research avenues in Social Science

In today's economic and social environment, issues related to social responsibility and sustainability are gaining more and more importance, especially in the business sector. Business goals are inseparable from the societies and environments within which they operate. Corporate Social Responsibility (CSR) can be understood as a management concept and a process that integrates social and environmental concerns in business operations and a company’s interactions with the full range of its stakeholders. The media can be used to seek volunteers from the society or the specific places where the corporations are launching their CSR initiatives. Apart from this, the media can also act as a conscience keeper by constantly reminding corporations about the need to give back to society and to look beyond profits. Finally, the media can also take a critical view of the CSR programs that a corporation claims to run and it can ensure that the corporation is not indulging in “Green Washing” which is the case where a corporation pretends to follow CSR but in reality does not do so.

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