Symbiosis of CSR and PR: The impact of CSR on employee loyalty enhanced by internal marketing communication tools

Abstract

This article tackles corporate social responsibility and the relevant internal PR support. A method based on technical practice can assist in providing evidence that employees’ consideration of various CSR actions would depend on their demographic features, lifestyle, qualification and, furthermore, that properly chosen PR activities may improve the reputation of certain CSR actions. Employees might have different reactions to PR support. Acceptance and the impact would also depend on employees’ demographic features, lifestyle, and qualification. The method used during the investigation may be made suitable for the qualitative research of management concerns if modifications are based on practical findings.