Are Social Marketing Investments Used as a Tool for Voluntary Reporting or Disclosure?

Introduction

The need to respond to conditions that change with the effect of social transformation in line with the globalization phenomenon and developments in information technologies, have resulted with the development of new corporate behavioral patterns of enterprises. It is possible to observe these behavioral patterns both in terms of reporting activities and also in terms of marketing activities. The sustainability and corporate governance concepts that are being applied in businesses in an increasing manner stand for the cumulative efforts for accountability or a convergence. Because, as long as sustainable reporting of businesses are questioned, the meaning and nature of accountability are manifested. This in return is associated with the sense of transparency of businesses (Kolk, 2008) and even stands for the voluntary reporting of non-financial information.

On the other hand, if the situation is assessed in terms of marketing activities, it is possible to observe a similar evaluation to the assessment made in terms of reporting. In other words, the accountability of the business concept is once more in front of our eyes. Because, a number of issues such as air pollution, deterioration of public health, wasting of natural resources, economic stagnancy, inflation, unbalanced income distribution etc. that are experienced due to increasing population at the global level and volume of production result with the questioning of businesses and modern marketing approaches by the people (Clifford, 1998; Drucker, 1974; Doğaner, 2011; Torlak, 2006; Yükselen, 2014). Furthermore, people have become more aware of illegal and unethical behavior in financial and legal presentations (Salimbene & Ferrera, 1996) believing that both stakeholders and non-stakeholders of organizations have the right of information on specific social agenda (Miles & Munilla, 2004).

There are a number of definitions for what sustainability reports stand for of which the importance is being emphasized at many points. But to this date, there is no globally accepted definition of corporate social responsibility (CSR) or sustainability reporting. However, a common European understanding of what CSR means has emerged on the basis of the European Commission definition of CSR as “a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis” (The Council and the European economic and social committee 2006, Dilling, 2010). Or these reports are being expressed as follows in the general sense and their relation with CSR concept is being underlined in the definition.