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All Journal Eduvest - Journal of Universal Studies Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan
Napitupulu, Jonathan
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Aerospace Engineering Computer Science & IT Decision Sciences, Operations Research & Management Environmental Science Health Professions Languange, Linguistic, Communication & Media Neuroscience Social Sciences

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The Effectiveness of Corporate Social Responsibility (CSR) as a Corporate Communication Strategy Citra, Kharisma; Antonius, Antonius; Napitupulu, Jonathan
Eduvest - Journal of Universal Studies Vol. 5 No. 11 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i11.51975

Abstract

This study investigates the effectiveness of Corporate Social Responsibility (CSR) as a corporate communication strategy by conducting a structured literature review of recent academic sources. The analysis categorizes the literature into key themes such as CSR’s impact on corporate image, stakeholder engagement, the role of social media, ethical concerns, and measurement of communication effectiveness. Findings reveal that CSR, when strategically communicated, enhances corporate reputation, builds stakeholder trust, and can lead to improved organizational performance. However, the effectiveness of CSR communication depends on several factors, including message framing, emotional appeal, platform selection, and industry context. Studies also emphasize the growing importance of participatory and dialogic communication approaches, particularly in digital environments, where consumers value authenticity and interaction. Furthermore, the credibility of CSR messaging and alignment between communicated motives and actual corporate actions are critical to avoiding stakeholder skepticism. The review highlights that while CSR communication offers significant strategic benefits, it also poses reputational risks if perceived as inauthentic or excessive. This study contributes to the understanding of CSR as a multidimensional tool in corporate communication and underscores the need for an integrated, stakeholder-focused communication strategy grounded in transparency, relevance, and ethical intent.
The Role of Influencers in the Digital Era as an Effort to Promote Indonesian Tourism Destinations Kharisma Citra; Napitupulu, Jonathan; Boer, Rino Febrianno
Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Vol. 9 No. 2 (2025)
Publisher : Research and Community Service Center, Politeknik Pariwisata NHI Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34013/jk.v9i2.2029

Abstract

In the rapidly evolving digital era, the Indonesian tourism sector faces challenges in reaching and engaging millennial and Gen Z travelers through traditional promotion methods. Despite the widespread use of influencers in tourism marketing, there is limited understanding of how influencer credibility, platform characteristics, and narrative styles specifically impact tourist decision-making in Indonesia. This study aims to fill this gap by analyzing the role of social media influencers in shaping perceptions and influencing travel choices toward Indonesian destinations. Employing a qualitative approach that includes in-depth interviews, social media content analysis, and observation of digital trends, the research seeks to interpret how participants construct meaning through their engagement with influencer content. The findings offer rich, contextual insights for tourism stakeholders to optimize influencer collaborations and tailor marketing strategies to better resonate with target audiences in the digital landscape.
Co-Authors Antonius Antonius Boer, Rino Febrianno Citra, Kharisma Kharisma Citra