Digital CSR Communication in Romania and Multinational Companies: A Qualitative Perspective

CSR communication in Romania is increasingly important, especially as companies are now expected to demonstrate how they interact with their communities, manage resources and report on their social and environmental impacts under new European regulations. However, there are still few qualitative studies examining the role of professionals, the use of digital channels, stakeholder engagement and the place of responsible technologies in shaping effective CSR practices in Romania. Based on semi-structured interviews with senior professionals from four Romanian firms (retail, pharmaceutical, IT consulting, education), the study examines how companies plan and report on their social, environmental and governance (ESG) impacts. The present research is a thematic analysis and follows four main directions: professional roles involved in CSR, digital strategies and communication channels, stakeholder participation and impact assessment, as well as the application of responsible technologies such as artificial intelligence, digital platforms and sustainable operational tools, and the results indicate that organizational structure strongly affects the way CSR is managed, with companies with departments dedicated to sustainability tending to have clearer, more strategic and easier to measure practices, while those without such structuring integrate CSR into marketing, communication or broader employee duties. Also, digital channels and storytelling contribute to greater visibility and public engagement, although formal impact measurement and paid campaigns remain limited, and responsible technologies can increase efficiency, learning and traceability, but their adoption still depends on the resources, infrastructure and priorities of each organization.