The effect of corporate social responsibility strategy on gojek company reputation: A social media netnography study

Abstract

This research aims to explore the Corporate Social Responsibility (CSR) strategy implemented by Gojek and its impact on corporate reputation by using a qualitative approach with a netnography method. The study focuses on three flagship programs: Gojek Swadaya, Gojek Scholarship, and Gojek Women Empowerment, by analyzing how these initiatives are communicated through social media and digital platforms. Data were gathered by observing uploaded content and public engagement, including likes, comments, and impressions, to assess how audiences perceive and respond to Gojek’s CSR efforts. The research aim to show how digital CSR communication shapes public trust and enhances the company’s reputation. The findings reveal that Gojek’s GoForward pillar, which encompasses the aforementioned programs, plays a pivotal role in enhancing the socioeconomic welfare of driver partners, supporting education for their children, and empowering women entrepreneurs through business acceleration programs. The research indicates that Gojek effectively leverages digital platforms not only to communicate CSR activities but also to build emotional connections with its stakeholders. This strategy successfully contributes to fostering a positive corporate image, as evidenced by the substantial public interaction and favorable sentiment reflected in social media engagement metrics. Netnographic analysis also highlights that real-life storytelling and content offering tangible economic benefits resonate strongly with the public, reinforcing Gojek’s position as a socially responsible and community-oriented company. Overall, the study underlines that CSR, when strategically communicated through digital platforms, serves as a vital instrument for corporate reputation management and sustainable business development, providing valuable insights for other companies aiming to integrate CSR into their strategic communication frameworks.