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Communicating Corporate Social Responsibility in Healthcare Through Digital and Traditional Tools: A Two-Country Analysis

Communicating Corporate Social Responsibility in Healthcare Through Digital and Traditional Tools: A Two-Country Analysis

Gianpaolo Tomaselli, Lalit Garg, Vipul Gupta, Peter A. Xuereb, Sandra C. Buttigieg, Paula Vassallo
Copyright: © 2022 |Pages: 20
ISBN13: 9781668455906|ISBN10: 1668455900|EISBN13: 9781668455913
DOI: 10.4018/978-1-6684-5590-6.ch016
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MLA

Tomaselli, Gianpaolo, et al. "Communicating Corporate Social Responsibility in Healthcare Through Digital and Traditional Tools: A Two-Country Analysis." Research Anthology on Developing Socially Responsible Businesses, edited by Information Resources Management Association, IGI Global, 2022, pp. 311-330. https://doi.org/10.4018/978-1-6684-5590-6.ch016

APA

Tomaselli, G., Garg, L., Gupta, V., Xuereb, P. A., Buttigieg, S. C., & Vassallo, P. (2022). Communicating Corporate Social Responsibility in Healthcare Through Digital and Traditional Tools: A Two-Country Analysis. In I. Management Association (Ed.), Research Anthology on Developing Socially Responsible Businesses (pp. 311-330). IGI Global. https://doi.org/10.4018/978-1-6684-5590-6.ch016

Chicago

Tomaselli, Gianpaolo, et al. "Communicating Corporate Social Responsibility in Healthcare Through Digital and Traditional Tools: A Two-Country Analysis." In Research Anthology on Developing Socially Responsible Businesses, edited by Information Resources Management Association, 311-330. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-5590-6.ch016

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Abstract

Health systems are currently facing a series of challenges dealing with continuous technology advances and social demands, which require changes at managerial and policy level that fully incorporate social responsibilities within healthcare organizations' strategy. Thus, communicating corporate social responsibility (CSR) takes an important role in today's health contexts worldwide. This work aims to investigate CSR communication in healthcare through the use of both traditional and interactive technologies by adopting a mixed qualitative-quantitative research approach. To this extent, a comparative research was conducted in two different countries with different health systems and contexts, namely Malta and India. Findings show that healthcare organisations of both countries are increasing their awareness towards their social responsibilities and the different ways of communicating their CSR activities. A mixed strategy—including both digital (interactive technologies) and traditional tools—was identified as the most effective way of communicating CSR in a healthcare context.

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