CSR & Interactivity 17
stakeholders about the achievement of CSR performances through communication tools
is one of several steps to manage CSR issues.
Grunig (1993) noted that ‘the quality’ of the relationship between corporations
and their publics depends on the model of public relations. In this light, the two-way
symmetrical communication is emphasized as a desirable model to draw attentions of
publics and to monitor their opinions about CSR issues. It is shown in Grunig’s statement
that “the concept of symmetry implies a balance of the corporation's and public's
interests” (Grunig, 2001, p. 15). Daugherty (2001) described the symmetrical
communication is “more ethical than other models” of public relations because
“negotiation, compromise, and openness are practiced in the two-way symmetrical
model” (p. 392).
Thus, interactivity of the Web is characterized by dialogue between organizations
and the public in an attempt for mutual understanding. It is noted that the Web facilitates
interpersonal two-way communication, in particular, for business relationships, such as
customer services (Berthon, Holbrook, & Hulbert, 2000). It provides for “interpersonal
interactivity” in that users can communicate with one another through the convenient
features on the Web such as a map, index, and search engine (Massey & Levy, 1999).
Such interactive features make it easier for users to find information and make it possible
to communicate in interactive ways. By doing so, marketers can facilitate interactivity
and generate a positive image for their organization (Hoffman & Novak, 2000).
Convention