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Introduction
Although the concept of corporate social responsibility (CSR) is not new, it was not until recently that CSR became an important concept in many organisations. The concept has been promoted to wider audiences by governments and international organisations such as Hong Kong Special Administration Region, International Finance Corporation (IFC), United Nations Development Programme (UNDP), CSR Europe, and World Business Council for Sustainable Development (WBCSD). Key players that helped introduce the concept in emerging countries were multinational enterprises (MNEs), whose missions include being good corporate citizens in host countries ([19] Jamali and Mirshak, 2007; [28] Perrini, 2006). MNEs relate local CSR activities to corporate CSR policies in home countries ([18] Husted and Allen, 2006).
Empirical studies on CSR activities suggest that different patterns and factors influence appropriate CSR activities in each country, both developed and less developed. Factors influenced by CSR activities and communications include national business systems, levels of economic development, economic freedoms, and levels of corruption ([10] Chapple and Moon, 2005; [6] Baughn et al. , 2007). [24] Matten and Moon (2008) found that business systems in Europe make communication of CSR less explicit in comparison to American companies. This is because many activities regarded as at a company's discretion to express responsibility to society in the US are actions that comply with laws and regulations in Europe. Similar phenomena are found in China. Conversely, studies of CSR activities in Nigeria reveal that economic development stages relate to patterns of CSR ([1] Amaeshi et al. , 2006; [6] Baughn et al. , 2007). Economic development stages reflect the different needs of people in the country. Government's failure to fulfill basic infrastructure needs offers MNEs the opportunity to fill the gaps to express good corporate citizenship ([13] Eweje, 2006). In short, different social needs lead to different interpretations of CSR definitions, CSR contents, and the ways to communicate them.
Among numerous empirical studies that support country-specific CSR, few elaborate on the mechanisms that explain why and how CSR developed into its modern form ([16] Haslam, 2007; [41] Welford, 2005; [25] Maignan and Ralston, 2002; [27] O'Neil, 1986). This is essential to understand how society's expectations lead to better CSR strategy, especially the public relations strategy of how to report CSR. In defining CSR, [12]...