Opportunities and Peculiarities of the Online for Communicating Corporate Social Responsibility. A cross investigation on luxury players and consumers’ perceptions

The study considers two main issues of investigation related to the future development of luxury markets: Corporate Social Responsibility and online approaches for communicating. In particular, by merging these two fast growing trends, some strategies for web CSR communication can be suggested to luxury players in order to meet evolving consumers’ expectations. Therefore, our research has two main purposes, achieved with different methodological approaches. Firstly, it has considered a sample of 75 International leading luxury players in order to provide a ranking of their CSR web communication based on a personal processed framework of analysis and identify their current approach. Secondly, 290 luxury consumers have been tested over their perception of web CSR communication and the results have been matched with the previous ones in order to draw an effective paradigm considering: web CSR contents, presentation/placement of the messages, purposes of the messages, which could lead to successful managerial implications.