Corporate social responsibility : a study of the perception of Lebanese commercial banks' managers regarding the means used to convey CSR message

Abstract

Corporate Social Responsibility (CSR) became an issue of growing interest in the business world, hence, various studies talked about CSR and the theories related to it viewing its implications on different industries. However, there was a lack of studies concerning the communication process of CSR messages specifically by Lebanese banks. This study was intended to examine the means used to convey CSR message in Lebanese Commercial banks and to find the most effective means in promoting CSR as perceived by this sector. Therefore, the sample of this research consisted of the twenty three Lebanese commercial banks that best represents the Lebanese banking sector. Data was collected through a questionnaire addressed to 150 participants from different positions of different departments that are concerned in corporate social responsibility. The results explained the research aims and showed the perceptions regarding the effectiveness of means used in CSR messages, the interest of stakeholders in socially responsible messages, the most important reason for communicating CSR as perceived, and the most targeted group.