CSR Wave: Social Impact as a Spillover Effect of a Brand's Crisis Communication Strategy – The Case of Lidl Hellas

Lida Tsene (Open University of Cyprus, Cyprus) and Maria Briana (Panteion University, Greece)
Copyright: © 2019 |Pages: 312
EISBN13: 9781522595281|DOI: 10.4018/978-1-5225-7715-7.ch017
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A new wave of socially responsible business has appeared, putting shared value and social impact in the heart of their activities. In this context, the authors examine shared value as basic component of the new version of social responsibility. Can innovative CSR approaches act effectively in managing the most damaging impacts of a crisis as the loss of trust and credibility and restore a company's reputation through various positive spillovers? Just before Christmas 2017, Lidl Hellas announced a digital campaign, with a social impact with the hashtag #apotalidl. Every use of the phrase in the digital world shall buy 10 meals for people on need. Here we see a complete sidestepping of any issue of recognition focusing on the lasting social effects.
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