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Communicating Corporate Social Responsibility in Healthcare Through Digital and Traditional Tools: A Two-Country Analysis
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Author(s): Gianpaolo Tomaselli (University of Malta, Malta), Lalit Garg (University of Malta, Malta), Vipul Gupta (Thapar University, India), Peter A. Xuereb (University of Malta, Malta), Sandra C. Buttigieg (University of Malta, Malta)and Paula Vassallo (University of Malta, Malta)
Copyright: 2020
Pages: 25
Source title:
Novel Theories and Applications of Global Information Resource Management
Source Author(s)/Editor(s): Zuopeng (Justin) Zhang (University of North Florida, USA)
DOI: 10.4018/978-1-7998-1786-4.ch007
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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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