• Franciane Reinert Cé
  • Bruna Geraldo da Silva
  • Renato Estefano Drabzynski de Britto
  • Anderson Santos Fernandes



corporate social responsibility, COVID-19, corporate communication, Brazil, United Kingdom


The beginning of the Coronavirus pandemic brought numerous changes to lifestyle, which led to the adoption of new consumption habits and new challenges to the market. Consumers have adapted their habits and especially consumption behavior, in this way organizations have also started to adapt their processes for their own survival and to support society to overcome this crisis. Thus, the purpose of this study is to analyze the communication of socially responsible companies about CSR initiatives in response to the Covid-19 pandemic, in addition to analyzing the reflection of cultural differences between Brazil and the United Kingdom in this communication. To achieve this objective, descriptive research was carried out by means of content analysis with secondary data from the websites of 62 Brazilian organizations indexed on the ISE B3 and British organizations indexed on the DJSI Europe. The companies' communications on their websites were analyzed using the OEEC Model, which is divided into 64 items in four categories: orientation, structure, ergonomics and content. The research concludes that the communication of CSR initiatives in response to Covid-19 are as effective as the communication of the organization's other CSR initiatives in both countries. Brazilian companies and British companies demonstrated average values within satisfactory performance of their website’s communication toward Covid-19 initiatives. Among the theoretical contributions of the study, the expansion of the discussion on Hofstede's cultural dimensions stands out. However, the present study also contributes to expanding the knowledge regarding to CSR practices in times of crisis.


ALI, Imran; JIMÉNEZ-ZARCO, Ana Isabel; BICHO, Marta. Using Social Media for CSR Communication and Engaging Stakeholders. Developments In Corporate Governance And Responsibility, [S.L.], p. 165-185, 28 mar. 2015. DOI:

BERGLIND, Matthew; NAKATA, Cheryl. Cause-related marketing: more buck than bang?. Business Horizons, [S.L.], v. 48, n. 5, p. 443-453, set. 2005. DOI:

BONDY, Krista et al. The Adoption of Voluntary Codes of Conduct in MNCs: a three-country comparative study. Business And Society Review, [S.L.], v. 109, n. 4, p. 449-477, dez. 2004. DOI:

CARROLL, Archie B.. The pyramid of corporate social responsibility: toward the moral management of organizational stakeholders. Business Horizons, [S.L.], v. 34, n. 4, p. 39-48, jul. 1991. DOI:

CARROLL, Archie B.. Corporate Social Responsibility. Business & Society, [S.L.], v. 38, n. 3, p. 268-295, sep. 1999. DOI:

CARROLL, Archie B.. Corporate social responsibility (CSR) and the COVID-19 pandemic: organizational and managerial implications. Journal of Strategy and Management, Vol. 14 No. 3, pp. 315-330. 2021. DOI:

CONTE, Francesca et al. Corporate social responsibility penetration, explicitness, and symbolic communication practices in Asia: a national business system exploration of leading firms in sustainability. Corporate Social Responsibility And Environmental Management, [s.l. ], v. 27, n. 3, p. 1425-1435, 6 jan. 2020. DOI:

CORTADO, Francisco-Javier et al. Use of social networks as a CSR communication tool. Cogent Business & Management, [S.L.], v. 3, n. 1, p. 1187783, 30 maio 2016. DOI:

DU, Shuili et al. Maximizing Business Returns to Corporate Social Responsibility (CSR): the role of csr communication. International Journal Of Management Reviews, [S.L.], v. 12, n. 1, p. 8-19, mar. 2010. DOI:

EDELMAN TRUST BAROMETER. Brand Trust and the Coronavirus Pandemic. 2020. Disponível em: Acesso em: 30 jun. 2020.

ELKINGTON, John. Cannibals with forks: the triple bottom line of 21st century business. Oxford: Capstone Publishing Limited, 1997. 272 p. DOI:

FRIEDMAN, Milton. The Social Responsibility of Business Is to Increase Its Profits. The New York Times Magazine, [S.L.], p. 173-178, set. 1970. DOI:

HALKOS, George; SKOULOUDIS, Antonis. Revisiting the relationship between corporate social responsibility and national culture. Management Decision, [s.l. ], v. 55, n. 3, p. 595-613, Apr 18, 2017. DOI:

HAMILTON, Rebecca W. et al. How Financial Constraints Influence Consumer Behavior: an integrative framework. Journal Of Consumer Psychology, [s.l. ], v. 29, n. 2, p. 285-305, 19 nov. 2018. DOI:

HE, Hongwei; HARRIS, Lloyd. The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal Of Business Research, [s.l. ], v. 116, p. 176-182, ago. 2020. DOI:

HOFSTEDE, Geert. Dimensionalizing Cultures: the hofstede model in context. Online Readings In Psychology And Culture, [S.L.], v. 2, n. 1, 1 dez. 2011. DOI:

HOFSTEDE INSIGHTS. COUNTRY COMPARISON. 2020. Available at:,the-uk/. Accessed July 15, 2020.

ILLIA, Laura et al. Exploring Corporations' Dialogue About CSR in the Digital Era. Journal Of Business Ethics, [S.L.], v. 146, n. 1, p. 39-58, 30 out. 2015. DOI:

KANG, Kyung Ho et al. The effect of national culture on corporate social responsibility in the hospitality industry. International Journal Of Contemporary Hospitality Management, [s.l. ], v. 28, n. 8, p. 1728-1758, 8 ago. 2016. DOI:

KIRK, Colleen P.; RIFKIN, Laura S.. I'll trade you diamonds for toilet paper: consumer reacting, coping and adapting behaviors in the covid-19 pandemic. Journal Of Business Research, [s.l. ], v. 117, p. 124-131, set. 2020. DOI:

MORSING, Mette; SCHULTZ, Majken. Corporate social responsibility communication: stakeholder information, response and involvement strategies. Business Ethics: A European Review, [S.L.], v. 15, n. 4, p. 323-338, out. 2006. DOI:

MONTGOMERY, Nicole Votolato et al. When Good Consumers Turn Bad: psychological contract breach in committed brand relationships. Journal Of Consumer Psychology, [s.l. ], v. 28, n. 3, p. 437-449, 8 dez. 2017. DOI:

PALAZZO, Maria et al. Evaluating Constitutive Dimensions of CSR E-Communication: a comparison between ⠸business-to-business⠹ and ⠸close-to-market⠹ companies. Journal Of Business-to-business Marketing, [s.l. ], v. 26, n. 3-4, p. 341-355, 7 maio 2019. DOI:

PANTANO, Eleonora et al. Competing during a pandemic? Retailers' ups and downs during the COVID-19 outbreak. Journal Of Business Research, [s.l. ], v. 116, p. 209-213, ago. 2020. DOI:

PONTES, C. M. de P.; DUSEK, P. M. GESTÃO CORPORATIVA: ESTRATÉGIAS E PRÁTICAS PARA O SUCESSO EMPRESARIAL CORPORATE MANAGEMENT: STRATEGIES AND PRACTICES FOR BUSINESS SUCCESS. Revista Contemporânea, [S. l.], v. 3, n. 8, p. 11752–11775, 2023. DOI: 10.56083/RCV3N8-101. Disponível em: Acesso em: 23 apr. 2024. DOI:

SCHWARTZ, Mark S.; CARROLL, Archie B.. Integrating and Unifying Competing and Complementary Frameworks. Business & Society, [S.L.], v. 47, n. 2, p. 148-186, 18 set. 2007. DOI:

SEETHARAMAN, Priya. Business models shifts: impact of covid-19. International Journal Of Information Management, [S.L.], v. 54, p. 102173, out. 2020. DOI:

SIANO, Alfonso et al. Communicating Sustainability: an operational model for evaluating corporate websites. Sustainability, [s.l. ], v. 8, n. 9, p. 950, 21 set. 2016. DOI:

SHARMA, Amalesh; ADHIKARY, Anirban; BORAH, Sourav Bikash. Covid-19′s impact on supply chain decisions: strategic insights from nasdaq 100 firms using twitter data. Journal Of Business Research, [S.L.], v. 117, p. 443-449, Sept. 2020. DOI:

SHETH, Jagdish. Impact of Covid-19 on consumer behavior: will the old habits return or die?. Journal Of Business Research, [S.L.], v. 117, p. 280-283, set. 2020. DOI:

SHI, Xiumei; WANG, Jinying. Interpreting Hofstede Model and GLOBE Model: which way to go for cross-cultural research?. International Journal Of Business And Management, [s.l. ], v. 6, n. 5, p. 93-99, 3 maio 2011. DOI:

TAYLOR, Charles R.. Advertising and COVID-19. International Journal Of Advertising, [S.L.], v. 39, n. 5, p. 587-589, 9 jun. 2020. DOI:

VOLLERO, Agostino et al. Hoftsede's cultural dimensions and corporate social responsibility in online communication: are they independent constructs?. Corporate Social Responsibility And Environmental Management, [s.l. ], v. 27, n. 1, p. 53-64, 17 maio 2019. DOI:

WANDERLEY, Lilian Soares Outtes et al. CSR Information Disclosure on the Web: a context-based approach analysing the influence of country of origin and industry sector. Journal Of Business Ethics, [S.L.], v. 82, n. 2, p. 369-378, 26 ago. 2008. DOI:

WOO, Hongjoo et al. Culture Doesn't Matter? The Impact of Apparel Companies' Corporate Social Responsibility Practices on Brand Equity. Clothing And Textiles Research Journal, [s.l. ], v. 34, n. 1, p. 20-36, 5 out. 2015. DOI:

WOOLISCROFT, Ben. Macromarketing the Time is Now. Journal Of Macromarketing, [s.l. ], v. 40, n. 2, p. 153-155, 15 abr. 2020. DOI:

YANG, Jing et al. The impact of social media platform selection on effectively communicating about corporate social responsibility. Journal Of Marketing Communications, [S.L.], v. 26, n. 1, p. 65-87, 27 jul. 2018. DOI:

YANG, Aimei; LIU, Wenlin. CSR Communication and Environmental Issue Networks in Virtual Space: a cross-national study. Business & Society, [S.L.], v. 59, n. 6, p. 1079-1109, 19 mar. 2018. DOI:




How to Cite