Theoretical Framework of Integrated Social Responsibility Campaigns: Dimensions and Components of Effectiveness

Soodabeh Sadat Davarpanah; Neda Soleimani; Seyed Mohsen  Banihashemi

Authors

Soodabeh Sadat Davarpanah Department of Communication Science, Ara.C., Islamic Azad University, Tabriz, Iran Author https://orcid.org/0009-0003-2252-4884
Neda Soleimani Department of Communication, Ta.c., Islamic Azad University, Tabriz, Iran Author https://orcid.org/0000-0002-4151-0133
Seyed Mohsen Banihashemi Professor, Department of Culture and Communication, Soure University, Tehran, Iran Author https://orcid.org/0000-0001-9276-3360

Keywords:

Corporate Social Responsibility, Integrated Campaigns, Stakeholder Engagement, Strategic Alignment, Ethical Leadership, CSR Effectiveness

Abstract

This study aims to develop a theoretical framework that identifies and explains the key dimensions and components of effectiveness in integrated social responsibility campaigns, focusing on how strategic alignment, stakeholder engagement, ethical adaptation, and impact evaluation collectively determine campaign success. The research employed a qualitative design based on semi-structured interviews with 18 experts in corporate social responsibility, communication, and marketing, selected through purposive sampling. The interviews were conducted between 2020 and 2025 and analyzed until theoretical saturation was achieved. NVivo 14 software was used to manage and code the data through open, axial, and selective coding stages. In addition to interview data, 18 peer-reviewed articles published during the same period were analyzed to triangulate findings and reinforce theoretical validity. Thematic analysis guided the identification of major themes and subthemes, providing an interpretive understanding of CSR campaign effectiveness. The analysis revealed four overarching dimensions that determine the effectiveness of integrated social responsibility campaigns: (1) strategic integration and alignment, ensuring coherence between CSR and organizational mission; (2) stakeholder engagement and communication, highlighting two-way dialogue, transparency, and emotional resonance; (3) impact measurement and evaluation, emphasizing accountability, adaptive learning, and feedback mechanisms; and (4) ethical, cultural, and contextual adaptation, focusing on authenticity, cultural sensitivity, and ethical governance. These dimensions interact dynamically, forming a systemic model in which ethical integrity informs strategy, strategy enhances communication, and evaluation reinforces ongoing improvement. The findings suggest that CSR effectiveness emerges from holistic integration rather than isolated initiatives.

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