Izvorni znanstveni članak
https://doi.org/doi.org/10.2478/bsrj-2024-0007
Opportunities or Challenges? The Interplay between Artificial Intelligence and Corporate Social Responsibility Communication
Xiangzhou Hua
; Faculty Of Modern Languages And Communication, Universiti Putra Malaysia, Serdang, Malaysia
Nurul Ain Mohd Hasan
; Faculty Of Modern Languages And Communication, Universiti Putra Malaysia, Serdang, Malaysia
Feroz De Costa
; Faculty Of Modern Languages And Communication, Universiti Putra Malaysia, Serdang, Malaysia
Weihua Qiao
; Department of Film & Image, College of Art, CheongJu University, Cheongju, Korea
Sažetak
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.
Ključne riječi
CSR communication; AI; Consumer; CiteSpace; bibliometric
Hrčak ID:
320740
URI
Datum izdavanja:
30.6.2024.
Posjeta: 0 *