Types of Corporate Social Responsibility Initiatives as Response to COVID-19 Pandemic in Emerging Economies

From the stakeholder theory perspective, the current study seeks to evaluate the various types of CSIs as a response to the fight against the Covid-19 pandemic in emerging economies, particularly Asia, South America, and Africa. In each context, the study evaluates explicitly social initiatives of the top three companies listed on the stock exchanges in China (Asia), Brazil (South America), South Africa, and Ghana (Africa). The study explored these companies’ websites to ascertain their CSR initiatives concerning the Covid-19 pandemic. The study drew similarities and key differences from the various contexts and the most appropriate CSI mix for Africa, Asia, and South America. The results show corporate philanthropy as the most widely and intensive CSI approach to the fight against the Covid-19 pandemic across these emerging economies. There is a complete lack of cause-related marketing as a CSI approach to mitigate the pandemic’s impact. Although limited, corporate social marketing and cause promotion received more attention in Africa than in Asia and South America. Employee volunteerism as a contribution toward the fight against the pandemic equally received limited engagement.