Building Corporate Reputation through CSR Transparency: Sustainability Communication as a Strategic Solution

Abstract

This study investigates the role of communication in enhancing CSR transparency and its effects on trust and corporate reputation, with a focus on Pronas, a processed meat brand. A quantitative survey data demonstrates that CSR strongly impacts trust, which mediates the link between CSR and reputation. Social charity events are included into marketing strategies; nevertheless, the lack of a specialized CSR staff and quantifiable KPIs constrains their efficacy. Social media is crucial in stakeholder involvement and brand recognition. The research underscores the necessity of honest sustainability communication for fostering trust and improving reputation. Recommendations entail forming a CSR team, defining KPIs, and implementing proactive communication methods to synchronize business actions with stakeholder expectations, hence maintaining competitiveness in a socially responsible market.