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Opportunities or Challenges? The Interplay between Artificial Intelligence and Corporate Social Responsibility Communication

Author

Listed:
  • Hua Xiangzhou

    (Faculty Of Modern Languages And Communication, Universiti Putra Malaysia, Serdang, Malaysia)

  • Hasan Nurul Ain Mohd

    (Faculty Of Modern Languages And Communication, Universiti Putra Malaysia, Serdang, Malaysia)

  • Costa Feroz De

    (Faculty Of Modern Languages And Communication, Universiti Putra Malaysia, Serdang, Malaysia)

  • Qiao Weihua

    (Department of Film & Image, College of Art, CheongJu University, Cheongju, Korea)

Abstract

Background The rapid development of Artificial Intelligence (AI) offers both opportunities and challenges for its application in Corporate Social Responsibility (CSR) communication. While AI can enhance CSR initiatives, its impact on consumer relations and brand perception remains inconsistent. Objectives This study aims to explore the academic landscape of AI’s role in CSR communication, focusing on publication trends, key authors, research topics, and future directions. Methods/Approach A bibliometric analysis was conducted on 1,094 articles related to AI and CSR communication, retrieved from the Web of Science database from 2000 to February 2024. Using CiteSpace software, the study mapped research trends by analysing disciplines, countries, institutions, authors, references, and keywords. Results The United States and China lead in publication output, with key research themes including social media impact, management strategies, and consumer trust. Emerging trends point to the importance of privacy, service quality, and perceived value in AI-driven CSR initiatives. Conclusions The integration of AI in CSR communication is an evolving field, with significant contributions from social media research and consumer behaviour studies. Future research should address ethical concerns and long-term effects on consumer trust and engagement.

Suggested Citation

  • Hua Xiangzhou & Hasan Nurul Ain Mohd & Costa Feroz De & Qiao Weihua, 2024. "Opportunities or Challenges? The Interplay between Artificial Intelligence and Corporate Social Responsibility Communication," Business Systems Research, Sciendo, vol. 15(1), pages 131-157.
    • Handle: RePEc:bit:bsrysr:v:15:y:2024:i:1:p:131-157:n:1007
    DOI: 10.2478/bsrj-2024-0007
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    More about this item

    Keywords

    CSR communication; AI; Consumer; CiteSpace; bibliometric;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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