The recent outbreak of major economic, environmental and social incidents (e.g. privacy leakage, corruption) has put the blooming airline industry under spotlight. However, scant studies examined the trends and changes of corporate social responsibility (CSR) practices through CSR reporting on the economic, environmental and social dimensions in the aviation industry. To fill the gap, the current study examines the economic, environmental and social themes of Global Reporting Initiative (GRI) Standards on CSR communication of the global airlines. Quantitative content analysis is adopted for analyzing and comparing the CSR themes in 105 CSR reports of 21 airlines in major leagues from 2013 to 2017. Our findings indicated a salient growing trend in CSR reporting in the economic dimension while GRI 201-Economic Performance was the most significantly reported sub-topic. Our study has also compared the CSR reporting practices between the APEC based airlines and EU based airlines. The results indicated that focus of CSR reporting was different in the two regions. This study provided a comprehensive understanding of how global airlines communicate their CSR practices and respond to stakeholders’ expectations via CSR reporting. This study informs both academics and practitioners about the changing trends of CSR development and reporting in the airline industry worldwide.

There is a growing need for the public to interact with pediatricians through social media in China, and genuineness is a crucial factor contributing to effective communication, but few studies have examined the relationship between genuineness and its effect on public engagement. This study developed a four-dimension framework including self-disclosure, genuine response, functional interactivity, and genuineness in Chinese culture to investigate the effect of genuineness in the communication of Chinese social media influencers in pediatrics on public engagement. Content analysis was employed to examine these dimensions and the related public engagement in 300 social media posts on the largest microblogging site in China. The findings indicate that genuine response was positively associated with the number of comments and positive comments, while negatively related to the number of shares. Functional interactivity made the site more appealing, resulting in likes and shares. Genuineness in Chinese culture was reflected in engagement through sharing posts by the public. This study is the first to develop an integrated framework to measure genuineness in online health communication and contributes to the understanding of the effect of genuineness on Chinese public engagement in social media.