Tonello’s Framework for CSR Communication in a voluntary organization: A Case Study on Arulagam in Coimbatore, India

Govindasamy Vimala; Periyan Rangasami; Arumugam Balasubramanian

Volume : VI, Issue : VI, June - 2016

Tonello’s Framework for CSR Communication in a voluntary organization: A Case Study on Arulagam in Coimbatore, India

Govindasamy Vimala, Periyan Rangasami, Arumugam Balasubramanian

Abstract :

 Corporate Social Responsibility (CSR) practice has unfolded over the years and it has got the attention of all the organizations, may it be a small medium sized enterprise or multinational organization, throughout the globe. A non–governmental organization (NGO) is committed to furthering a significant social cause and upholding a specific perspective in a community. Tonello (2011) theoretical framework for corporate social responsibility communication consists of CSR communication, contingency factors and communication outcomes. The purpose of this work is to apply the Tonello’s Framework for corporate social responsibility communication on Arulagam in Coimbatore, Tamil Nadu, India. Arulagam concentrates on the conservation of the ecosystem by protesting against practices that affect the land, water, and air. It also addresses other key issues such as nature conservation, including wildlife and coastal environment. The study concludes that Tonello’s Framework for corporate social responsibility communication is applicable for Arulagam.