Why are you so different? A behavioral theory perspective of CSR communication strategy
研究了企业社会责任报告叙事与行业同行的差异化程度，发现当CSR绩效低于预期时，企业会采用更独特的报告策略，且CEO双重性和行业责任会强化这一关系。
Abstract We introduce and examine corporate social responsibility (CSR) reporting distinctiveness—the degree to which a company's CSR narratives differ from industry peers—as a strategic communication approach. Drawing on the behavioral theory of the firm, we theorize that when CSR performance falls below aspirations (i.e., CSR negative discrepancy), firms engage in problemistic search, leading them to adopt distinctive reporting strategies. Using 2127 CSR reports from S&P 500 companies from 2016 to 2021, we employ text mining and deep learning image analysis techniques to analyze how firms craft distinctive narratives. We find that firms with the higher CSR negative discrepancy exhibit higher reporting distinctiveness. This relationship is strengthened by CEO duality, highlighting how concentrated power enables experimental communication strategies, and by industry culpability, demonstrating how external legitimacy pressures intensify narrative differentiation. The study extends BTOF into strategic CSR communication by identifying distinctiveness as a purposeful response to the performance shortfall that combines textual and visual elements to manage stakeholder perceptions.