The use of digital media for marketing, CSR communication and stakeholder engagement (original) (raw)
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A Review Paper and Research Agenda on Corporate Social Responsibility & Social Media
CERN European Organization for Nuclear Research - Zenodo, 2022
Corporate Social Responsibility(CSR) activities remain important factors for the corporates to gain favourable stakeholder atti tude and it is an attempt to maximize business benefits. Today, corporates are expanding their use of social media in communicating CSR activities to the stakeholders. While studies on CSR is wide, research into the social media and CSR is narrow. Communicating CSR activities of corporates to the general public or stakeholders still rely on the traditional methods. International studies show that significance of social media or digital platform in delivering the companies brand value or recognition to the stakeholders in an effective manner. Study analyses how the corporates are using social media in communicating, educating different avenues of CSR practices. Social media is providing a great opportunities to the corporates to maintain a permanent relationships with different stakeholders. It is crucial toanalyse how the companies use effectively engage in informing, educating and influence between corporates and general public. A systematic, interdisciplinary study of CSR through digital platforms is fundamental to establish a good rapport and to be up to date of the work. The modern technology and digital platforms has a diversified features to advance corporates involvement with stakeholders through accountability, transparency, moral integrity, fairness and participation. Finally, this study emphasizes the use and effectiveness of Social Media in communicating CSR with public in the two way communication process. Following a systematic literature review proposals for future research directions were also formulated.
International Journal of Technology Marketing, 2017
The purpose of this paper is to show how corporate social responsibility (CSR) communication on social media is actually implemented and managed in business practice by a coffee company in Italy with a proved track record in CSR related activities. Consistent with the explorative aim of the study, this paper employs a case study approach and it adopts a sensemaking-sensegiving framework. An analysis was carried out of the communication on social media by interviewing three key respondents and employing a content analysis technique in order to study the communication on Facebook and Twitter. Results show that even if a company is CSR oriented, communication on social media does not focus on social and environmental issues. The result is confirmed by the interviews which underline how difficult it is to create engagement and to create a two-way dialogue with stakeholders about CSR issues on social media. The paper ends by suggesting several recommendations for further CSR communication implementation of the company analysed and for business practice in general.
Administrative Sciences
Over the last few decades, stakeholders’ growing attention towards social and environmental issues has challenged universities’ traditional accountability boundaries, imposing the adoption of innovative reporting tools that facilitate stakeholders’ engagement in Corporate Social Responsibility (CSR) practices and performances. Against this backdrop, online communication tools, such as websites and social media platforms, have gained momentum as a pivotal means to increase dialogue with the myriad of stakeholders, especially during the pandemic period, as it has dramatically reduced physical interactions. Based on these premises, this study aims to dive deep into the use of social media to communicate CSR strategies in the university context by exploring the case of the University of Salerno. To this end, all posts published by the University of Salerno’s official Twitter account from 2015 to 2021 have been extracted and analyzed. Accordingly, the degree of interactions with stakehol...
Unlocking Corporate Social Responsibility Communication through Digital Media
Communicating Corporate Social Responsibility in the Digital Era. Oxford, UK: Routledge, 2017
Businesses are increasingly embracing the dynamics of new digital technologies, as they communicate their policies and responsible initiatives through corporate websites, social media platforms and other interactive channels. The Web2.0 is also considered as a vehicle for the marketing communications of laudable practices, including non-financial reporting. In this light, the methodology integrates measures from technological innovation and corporate social responsibility (CSR) to understand the rationale for using digital media to communicate about environmental, social and governance issues. A quantitative study amongst 202 owner-managers in the retail industry indicated that there is a positive and significant relationship between the perceived the ease of use and perceived usefulness of online media (for CSR disclosures) and stakeholder engagement. In addition, the findings revealed that the younger respondents were increasingly engaging in ubiquitous technologies. In conclusion, this contribution suggests that CSR communication is more effective when it is readily available online. It implies that there are opportunities for businesses to enhance their reputation and image as they engage with different stakeholders through digital media.
The Importance of Corporate Social Responsibility Communication in the Age of Social Media
Proceedings 16th International Public Relations Research Conference - Exploring the Strategic Use of New Media’s Impact on Change Management and Risk in Theory and Practice, 2013
The practice of Corporate Social Responsibility (CSR) places opportunities for companies to re-think how everyday management decisions can affect society and environment. Today, companies use different avenues to communicate CSR practices. For instance, social media is currently one of the most important and powerful communication channels, providing great opportunities to interact with stakeholders and maintain permanent relationships. This paper focuses on analyzing how companies are using social media platforms for CSR communication. First, a content analysis was conducted to the Facebook and Twitter profiles of 50 companies. A total of 2412 posts on Facebook and 12543 tweets on Twitter were encountered. Second, based on the analysis of the messages, a conceptual framework for CSR communication through social media was developed. Three main features were established as important resources for CSR communication on social media profiles: presentation, content, and interactivity. Findings pointed out that social media sites (in spite of its interactive characteristic), were used as another one-way communication channel for communicating CSR, failing to promote feedback and stakeholder participation and engagement.
2016
The purpose of this study was to explore what corporations with good reputations communicate on social media. Based on a content analysis of 46 corporate Facebook pages from Fortune's " World's Most Admired Companies, " this study found that corporations communicate noncorporate social responsibility messages more frequently than corporate social responsibility (CSR) messages. When communicating CSR activities, corporations employed an informing strategy more often than an interacting strategy and included internal publics' activities more than external publics. This study also found that publics engage more with noncorporate social responsibility messages than CSR messages, which may reflect public cynicism of CSR communication.
Corporate Social Responsibility in Social Media
alexandria.unisg.ch
The paper describes corporate social responsibility (CSR) communication on Facebook and Twitterhow the companies use the social media for accomplishing their CSR communication goals. On the sample of ten global companies with the best CSR reputation research tracks down their social media activity, as well as posts, likes and comments of their customers. Observed companies on average dedicate about 1/10 of their social media communication bandwidth to CSR topics, mainly on Facebook. CSR topics do not seem to be of much interest to the readers (CSR posts are mostly ignored), but at least user sentiment related to CSR messages has been proven to be mostly positive. CSR on social networks is well established, leading CSR companies use this communication channel extensively
Social Media in the CSR Communication: a theoretical framework
2014
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