Investigating corporate social responsibility as a marketing branding strategy through the use of semiotic analysis : how symbolism can aid brands to communicate with the 'new consumer’

Abstract

This study was conducted to acquire an understanding and analyse how consumers respond to brands that demonstrate social responsibility through their branding and advertising methods. Additionally, the study also sought out to assess whether socially responsible behaviour results in positive or negative brand recognition and image amongst consumers. The research methods used were semiotic analysis and focus groups due to their qualitative nature as an in-depth investigation was required. By carrying out semiotic analysis on non-static advertisements, this allowed focus on the visual and auditory aspects that are imbued with meaning and reflect brand values, thus affecting consumer perceptions. The focus groups aimed at generating insightful discussions amongst different consumers. The questions posed were curated in a manner that allowed them to expand or challenge one another’s responses. The beginning of the focus groups established the participants’ understanding of key phrases and then progressed to uncover their opinions and reflections on corporate social responsibility, social-marketing and global issues such as toxic masculinity, body inclusivity, animal cruelty and racism as a long or short-term strategy. The results highlighted the forthcoming and recondite nature of such branding strategies. Furthermore, the results also showed that when advertisements and social-marketing are executed sensitively, authentically and strategically, many consumers will perceive brands positively.