Why are you so different? A behavioral theory perspective of CSR communication strategy

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.