CSR Communication in Pursuit of Legitimacy : AComparative Study of CSR Communication in the Fast Food- and Public Transport Sector

The purpose of this thesis is to examine CSR communicationoriginating from two very different sectors – the fast-foodsector and the public-transport sector. This is done through amixed-methods approach combining a qualitative andquantitative research design. The study is based on contentthat was published during 2014 on Facebook andTwitter. In a comparative study similarities and differenceswill be analyzed with the aim to shed some light on how thedifferent sectors use CSR and with what intent. Thequantitative study showed that CSR communicationfrom the fast-food sector was more extensive than CSRcommunication from the public-transport sector. Thequalitative study suggested that both industries to a greatextent use the same communication strategies whencommunicating issues relating to CSR