This research provides a basis for understanding how the content of media coverage about CSR activities relates to the fit between these CSR activities and the organizations’ core activities. 513 news articles about organizations’ CSR activities were analyzed. The results reveal that while CSR fit does not influence tone, it does partly impact the framing of the media coverage, as CSR fit leads to a positive framing of organizations and their CSR activities. However, vice versa, CSR misfit does not necessarily lead to a negative representation of organizations and their CSR in the media coverage.
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