Net modernity community and co-creation of value in corporate social responsibility

Abstract

This theoretical essay aims to develop a first research effort in order to point out and demonstrate the similarity between the elements of the Bauman community and the virtual dialogues of Corporate Social Responsibility. We explore the concept of community by identifying connections with the sense of co-creating value in CSR in the Korschun and Du model. We propose a dialogue between these areas, focusing on virtual communities. Due to the exposed concepts, the debates about the community become a common place for the value co-creation dialogue. Such discussion promotes questions, reflections and identifies a possible field for future studies. As it addresses emerging themes in academia, the work is registered for its originality capable of contributing to the advancement of management studies, uniting aspects of CSR to the sense of the community, in a sociological perspective. Theoretically, it supports a possible connection between the Bauman community and the meaning of the community in the virtual dialogues in the RSC communities, so that the two elements are also as if there were links between them. This support is given by Bauman's view of the meaning of the community driven by communication. In this context, Granovetter's studies help us to indicate that ties in social networks are elements capable of contributing to social cohesion.