Socially Responsible Corporate Communications in Mexico: Evidence of the Large Companies by Their Operational Levels

  •  Teodoro Wendlandt Amezaga    
  •  Hai Yan He    
  •  Angel Valdés Cuervo    


The aim of this study is to know the general condition of business communications regarding Corporate Social
Responsibility (CSR) in large Mexican companies, and identify the significant differences in terms of a set of
indicators and in comparison with three different operational levels. Specifically, based in a relevant previous
research work by Maignan and Ralston (2002) and analyzing the content of 150 Mexican business websites as a
sample frame, the study evaluates the differences in a set of CSR indicators divided in principles, processes and
stakeholder issues. And then, compare these indicators among the national, international and multinational level
by utilizing the statistical Chi-square test. The main findings suggest a high prevalence of corporate
communications regarding social responsibilities in large Mexican companies, especially from those that operate
on a multinational level and coming from abroad. The performance-driven principle was found to be the main
motivation behind CSR communications for all levels; quality programs were the most employed CSR process in
order to build a good citizenship image; and the stakeholder issues related to shareholders and the indicator of
service/product quality from the customers group, were those found more significantly similar among the

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