Traditional vs. interactive technologies for corporate social responsibility communication in health care : a study in Malta and India

Abstract

This work aims to understand the importance of Corporate Social Responsibility (CSR) in the health care sector and investigates the use of traditional and interactive technologies for health care organizations’ CSR communication strategies. Based on a quantitative research methodology, we examine and compare CSR communication between two countries, namely Malta and India, which are characterized by very different contexts. The study shows that in both countries, CSR is perceived to be of medium to high importance and that health care organizations need to be more aware of the importance to communicate CSR activities through the use of interactive technologies.