Brand Tribe Paradoxes: An Overview with Empirical Evidence from Pakistan

Ali, Mohammad; Akbar, Sher

doi:10.5539/ass.v16n4p49

Cited by 1 publication

(1 citation statement)

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“…Due to the increase of the importance of marketing, concepts of marketing are continually evolving in this digital era (Ali and Akbar, 2020, p. 49); this evolution is equally happening in CSR and communication. Brand tribe for company promotion and consumption is one of the widely discussed concepts in marketing but not in CSR and corporate communication.…”

Section: Literature Reviewmentioning

confidence: 99%

Sociology of tribalism for inclusive corporate social responsibility communication in Nigeria

Ismail

Tejumaiye

2021

CCIJ

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PurposeThe purpose of this study is to deconstruct the term “tribalism” for its application to foster context and industry-based corporate social responsibility (CSR) communication system in Nigeria.Design/methodology/approachThis research used both the qualitative and quantitative research methods of data collection; it is an in-depth survey with multiple data collection settings.Findings(1) There is a pattern of CSR communication across the three industries sampled. (2) CSR across three industrial sectors is much about “donation” and “gift”. (3) CSR functions are now in a stand-alone corporate communication department. (4) CSR communication lacks the participatory mechanism to really involve the host communities' concerns. (5) Across the four organizations, CSR communication is often as financial or annual reports. (6) There is a general feeling and understanding that CSR and corporate communication in corporate organizations in n Nigeria require a more participatory mechanism. (7) CSR policy in Nigeria is till much of legal enforcement and efforts to have a national CSR commission has gone beyond legislation process.Research limitations/implicationsThis research was only able to collect data from four selected organizations representing just three industrial sectors (freight-forward, banking/finance and insurance) in Nigeria. There was no external funding to capture more organizations.Practical implicationsThe first implication of the findings of this study is that, for the practice of CSR and communication by corporate organizations in Nigeria, the system is much a top-down and non-participatory. This means host communities and other stakeholders do not have considerable participation in the organization's CSR and communication process. The companies in this study select or budget for CSR interventions they consider valuable to communities in most cases. This pattern of CSR operation cuts across the four selected organizations in this study. Thus, it could be argued that this pattern is an industrial/national phenomenon because all the respondents indicated that their organizations operate CSR based on what other related companies do in Nigeria. Second, the fact that CSR and communication by corporate organizations in Nigeria are regulatory influenced means many organizations may try to evade CSR activities by not budgeting for it.Social implicationsMeanwhile, in this study, deconstructing the evolutionary perspective which sees tribe as a primitive form of organization and relation characterized by the absence of a centralized collaborative system, it is argued that tribalism can catalyze systemic participation and oneness. In line with this perspective, tribal corporate organizations in Nigeria would model an alliance for CSR and communication system on proximity of operational context, that is, Nigeria. Being part of a tribe, corporate organizations as against the public ones will represent an identity reference for social corporate communication in Nigeria.Originality/valueDespite the theoretical problematic issues raised by the notion of tribe, it is deconstructed in this study to define modes of social organization, and it reflects native perceptions of a changing collective identity. Thus, it is also argued in this study, that there will be an increase in works on tribalism in organization communication and CSR in Nigeria as emerging business and global market will continue to shape the operation environment.

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Section: Literature Reviewmentioning

confidence: 99%