COMMUNICATING CORPORATE SOCIAL RESPONSIBILITY ONLINE: A CASE STUDY OF NEWMONT GHANA GOLD LIMITED

ABSTRACT This study examined the Corporate Social Responsibility (CSR) practices of Newmont Ghana Gold Limited unearthing how the company communicated CSR online. The study particularly, explored the all the online platforms (mainly the corporate website) that Newmont Ghana Gold Limited communicate CSR on as well as the communication strategies employed to communicate CSR activities. The design was a case study and it was underpinned by Carroll’s (1991) Four part theory and Morsing and Schultz’s Three Communication Strategy. Data was gathered mainly through observations and semistructured interviews. The study analysed contents of CSR information disseminated by Newmont Ghana Gold Limited and the findings were analysed and put into themes. The findings revealed that Newmont Ghana Gold Limited communicated CSR on three platforms namely: website, blog and Twitter. This study provides insights into how Newmont Gold Ghana Limited use their online platforms to convey CSR issues. The findings revealed on CSR communication information were: economic, environment, ethical, philanthropic, social and stakeholder inclined. The study concludes that Newmont Ghana Gold Limited communicate their CSR mainly through the corporate website and also on Twitter and a blog site. The study also revealed that the communication strategies exhibited on the online platforms were interactional and linear. The study concludes that although CSR is being practised by Newmont Ghana Gold Limited, communicating these CSR activities were poor. The study recommends that companies must strengthen their online presence and must also invest more time and resources in the communication of their CSR.