Communicated identity and corporate social responsibility: a case study of Unilever's “Sustainable Living”
Bibliographic record
Abstract
The goal of this study was to assess how best practices surrounding CSR messaging are employed from the perspective of stakeholder theory. Through an analysis of Unilever’s “Sustainable Living” web content, this paper establishes how a company can blend both messages about its CSR goals and achievements to create a consistent communicated identity. This paper builds on literature that suggests that communications about CSR activities and policies must acknowledge that CSR benefits both corporations and the social good. By exploring how these two messages can be blended, this paper provides a concrete example of how both types of messaging do not need to be seen as at odds with one another but can actually strengthen each other. Keywords: Corporate social responsibility, CSR, communicated identity, stakeholder theory
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.005 | 0.009 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.002 | 0.002 |
| Science and technology studies | 0.021 | 0.008 |
| Scholarly communication | 0.005 | 0.005 |
| Open science | 0.002 | 0.007 |
| Research integrity | 0.004 | 0.003 |
| Insufficient payload (model declined to judge) | 0.005 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".