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Opportunities or challenges? the interplay between artificial intelligence and corporate social responsibility communication

Background: The rapid development of Artificial Intelligence (AI) offers both opportunities and challenges for its application in Corporate Social Responsibility (CSR) communication. While AI can enhance CSR initiatives, its impact on consumer relations and brand perception remains inconsistent. Obj...

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Main Authors: Hua, Xiangzhou, Mohd Hasan, Nurul Ain, De Costa, Feroz, Qiao, Weihua
Format: Article
Language:English
Published: Sciendo 2024
Online Access:http://psasir.upm.edu.my/id/eprint/114574/1/114574.pdf
http://psasir.upm.edu.my/id/eprint/114574/
https://sciendo.com/article/10.2478/bsrj-2024-0007
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spelling my.upm.eprints.1145742025-01-21T00:34:11Z http://psasir.upm.edu.my/id/eprint/114574/ Opportunities or challenges? the interplay between artificial intelligence and corporate social responsibility communication Hua, Xiangzhou Mohd Hasan, Nurul Ain De Costa, Feroz Qiao, Weihua Background: The rapid development of Artificial Intelligence (AI) offers both opportunities and challenges for its application in Corporate Social Responsibility (CSR) communication. While AI can enhance CSR initiatives, its impact on consumer relations and brand perception remains inconsistent. Objectives: This study aims to explore the academic landscape of AI's role in CSR communication, focusing on publication trends, key authors, research topics, and future directions. Methods/Approach: A bibliometric analysis was conducted on 1,094 articles related to AI and CSR communication, retrieved from the Web of Science database from 2000 to February 2024. Using CiteSpace software, the study mapped research trends by analysing disciplines, countries, institutions, authors, references, and key-words. Results: The United States and China lead in publication output, with key research themes including social media impact, management strategies, and consumer trust. Emerging trends point to the importance of privacy, service quality, and perceived value in AI-driven CSR initiatives. Conclusions: The integration of AI in CSR communication is an evolving field, with significant contributions from social media research and consumer behaviour studies. Future research should address ethical concerns and long-term effects on consumer trust and engagement. Sciendo 2024-09-26 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/114574/1/114574.pdf Hua, Xiangzhou and Mohd Hasan, Nurul Ain and De Costa, Feroz and Qiao, Weihua (2024) Opportunities or challenges? the interplay between artificial intelligence and corporate social responsibility communication. Business Systems Research, 15 (1). pp. 131-157. ISSN 1847-9375; eISSN: 1847-9375 https://sciendo.com/article/10.2478/bsrj-2024-0007 10.2478/bsrj-2024-0007
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description Background: The rapid development of Artificial Intelligence (AI) offers both opportunities and challenges for its application in Corporate Social Responsibility (CSR) communication. While AI can enhance CSR initiatives, its impact on consumer relations and brand perception remains inconsistent. Objectives: This study aims to explore the academic landscape of AI's role in CSR communication, focusing on publication trends, key authors, research topics, and future directions. Methods/Approach: A bibliometric analysis was conducted on 1,094 articles related to AI and CSR communication, retrieved from the Web of Science database from 2000 to February 2024. Using CiteSpace software, the study mapped research trends by analysing disciplines, countries, institutions, authors, references, and key-words. Results: The United States and China lead in publication output, with key research themes including social media impact, management strategies, and consumer trust. Emerging trends point to the importance of privacy, service quality, and perceived value in AI-driven CSR initiatives. Conclusions: The integration of AI in CSR communication is an evolving field, with significant contributions from social media research and consumer behaviour studies. Future research should address ethical concerns and long-term effects on consumer trust and engagement.
format Article
author Hua, Xiangzhou
Mohd Hasan, Nurul Ain
De Costa, Feroz
Qiao, Weihua
spellingShingle Hua, Xiangzhou
Mohd Hasan, Nurul Ain
De Costa, Feroz
Qiao, Weihua
Opportunities or challenges? the interplay between artificial intelligence and corporate social responsibility communication
author_facet Hua, Xiangzhou
Mohd Hasan, Nurul Ain
De Costa, Feroz
Qiao, Weihua
author_sort Hua, Xiangzhou
title Opportunities or challenges? the interplay between artificial intelligence and corporate social responsibility communication
title_short Opportunities or challenges? the interplay between artificial intelligence and corporate social responsibility communication
title_full Opportunities or challenges? the interplay between artificial intelligence and corporate social responsibility communication
title_fullStr Opportunities or challenges? the interplay between artificial intelligence and corporate social responsibility communication
title_full_unstemmed Opportunities or challenges? the interplay between artificial intelligence and corporate social responsibility communication
title_sort opportunities or challenges? the interplay between artificial intelligence and corporate social responsibility communication
publisher Sciendo
publishDate 2024
url http://psasir.upm.edu.my/id/eprint/114574/1/114574.pdf
http://psasir.upm.edu.my/id/eprint/114574/
https://sciendo.com/article/10.2478/bsrj-2024-0007
_version_ 1823093203782336512
score 13.244413

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