Exploring stakeholders’ dialogue and corporate social responsibility (CSR) on Twitter

Monfort, Abel, López-Vázquez, Belén and Villagra, Nuria Exploring stakeholders’ dialogue and corporate social responsibility (CSR) on Twitter. El profesional de la información, 2019, vol. 28, n. 5. [Journal article (Unpaginated)]

[thumbnail of Research article]
Preview
Text (Research article)
Exploring stakeholders dialogue and corporate social responsibility (CSR) on Twitter.pdf - Published version
Available under License Creative Commons Attribution.

Download (748kB) | Preview

English abstract

Social networks are an opportunity to foster and strengthen dialogue between companies and their audiences and also to integrate social expectations into their corporate social responsibility (CSR) strategies. This research analyses communication on CSR on Twitter and its main objectives are: 1) to analyze if there are CSR concepts which can lead the conversation among Twitter users and companies when discourse is limited to CSR related concepts; and 2) to detect those concepts which might create engagement (underlying conversations) between companies and Twitter users. Our research is focused on insurance companies included in the Dow Jones Sustainability Indices (DJSI). The methodology used is qualitative and the sample comprises more than 8,500 tweets which include a set of keywords related to CSR, that were published by the companies in the sample and/or mentioned those companies. The results show that industry-related words, financial performance messages and the local activities of the company are opportunities to spread the CSR commitment. We concluded that communication is scarce between companies and users related to CSR. In general,companies and users shared interests, but these were not related to a real conversation about CSR and sustainability.

Item type: Journal article (Unpaginated)
Keywords: Corporate social responsibility; CSR; Stakeholders’ dialogue; Corporate communication; Social media; Organizational communication; Twitter.
Subjects: B. Information use and sociology of information > BJ. Communication
B. Information use and sociology of information > BC. Information in society.
B. Information use and sociology of information > BD. Information society.
G. Industry, profession and education. > GD. Organizations.
H. Information sources, supports, channels. > HT. Web 2.0, Social networks
Depositing user: Ignacio Gárate-Alarcón
Date deposited: 03 Dec 2019 11:20
Last modified: 03 Dec 2019 11:20
URI: http://hdl.handle.net/10760/39282

References

Abitbol, Alan; Lee, Sun-Young (2017). “Messages on CSR-dedicated Facebook pages: What works and what doesn’t”. Public relations review, v. 43, n. 4, pp. 796-808.

https://doi.org/10.1016/j.pubrev.2017.05.002

Aced-Toledano, Cristina; Lalueza, Ferran (2018). “Monologues in the conversational era: Assessing the level of dialogic communication that big firms are reaching on social media”. El profesional de la información, v. 27, n. 6, pp. 1270-1280.

https://doi.org/10.3145/epi.2018.nov.10

Aguinis, Herman; Glavas, Ante (2012). “What we know and don’t know about corporate social responsibility: A review and research agenda”. Journal of management, v. 38, n. 4, pp. 932-968.

https://doi.org/10.1177/0149206311436079

Bartlett, Jennifer L.; Devin, Bree (2011). “Management, communication, and corporate social responsibility”. In: Ihlen, Øyvind; Bartlett, Jennifer L.; May, Steve (eds.). The handbook of communication and corporate social responsibility. Chichester (UK): Wiley‐Blackwell, pp. 45-66. ISBN: 978 1 444 33634 4

https://doi.org/10.1002/9781118083246.ch3

Bennett, W. Lance; Wells, Chris; Freelon, Deen (2011). “Communicating civic engagement: Contrasting models of citizenship in the youth web sphere”. Journal of communication, v. 61, n. 5, pp. 835-856.

https://doi.org/10.1111/j.1460-2466.2011.01588.x

Bilic, Ivana (2010). “Development of web corporate communications function by official web sites and value added ranking: Case of Croatia”. The business review, v. 15, n. 1, pp. 151-158.

https://bib.irb.hr/datoteka/479324.Paper_Bilic_Ivana_Feb._3_10_New_York_10_May_Formated.doc

Bonsón, Enrique; Bednárová, Michaela (2015). “YouTube sustainability reporting: Empirical evidence from Eurozone-listed companies”. Journal of information systems, v. 29, n. 3, pp. 35-50.

https://doi.org/10.2308/isys-50993

Burton, Suzan; Soboleva, Alena; Daellenbach, Kate; Basil, Debra Z.; Beckman, Terry; Deshpande, Sameer (2017). “Helping those who help us: Co-branded and co-created Twitter promotion in CSR partnerships”. Journal of brand management, v. 24, n. 4, pp. 322-333.

https://doi.org/10.1057/s41262-017-0053-5

Carr, Caleb T.; Hayes, Rebecca A. (2015). “Social media: Defining, developing, and divining”. Atlantic journal of communication, v. 23, n. 1, pp. 46-65.

https://doi.org/10.1080/15456870.2015.972282

Carroll, Archie B. (1999). “Corporate social responsibility: Evolution of a definitional construct”. Business & society, v. 38, n. 3, pp. 268-295.

https://doi.org/10.1177/000765039903800303

Castelló, Itziar; Etter, Michael; Årup-Nielsen, Finn (2016). “Strategies of legitimacy through social media: The networked strategy”. Journal of management studies, v. 53, n. 3, pp. 402-432.

https://doi.org/10.1111/joms.12145

Castelló, Itziar; Lozano, Josep (2009). “From risk management to citizenship corporate social responsibility: Analysis of strategic drivers of change”. Corporate governance, v. 9, n. 4, pp. 373-385.

https://doi.org/10.1108/14720700910984927

Castelo-Branco, Manuel; Lima-Rodrigues, Lúcia (2006). “Communication of corporate social responsibility by Portuguese banks: A legitimacy theory perspective”. Corporate communications: An international journal, v. 11, n. 3, pp. 232-248.

https://doi.org/10.1108/14720700910984927

Chae, Bongsug; Park, Eunhye (2018). “Corporate social responsibility (CSR): A survey of topics and trends using Twitter data and topic modeling”. Sustainability, v. 10, n. 7, art. 2231.

https://doi.org/10.3390/su10072231

Cho, Charles H.; Guidry, Ronald P.; Hageman, Amy M.; Patten, Dennis M. (2012). “Do actions speak louder than words? An empirical investigation of corporate environmental reputation”. Accounting, organizations and society, v. 37, n. 1, pp. 14-25.

https://doi.org/10.1016/j.aos.2011.12.001

Cho, Charles H.; Phillips, Jillian R.; Hageman, Amy M.; Patten, Dennis M. (2009). “Media richness, user trust, and perceptions of corporate social responsibility”. Accounting, auditing & accountability journal, v. 22, n. 6, pp. 933-952.

https://doi.org/10.1108/09513570910980481

Colleoni, Elanor (2013). “CSR communication strategies for organizational legitimacy in social media”. Corporate communications: An international journal, v. 18, n. 2, pp. 228-248.

https://doi.org/10.1108/13563281311319508

Crane, Andrew; Glozer, Sarah (2016). “Researching corporate social responsibility communication: Themes, opportunities and challenges”. Journal of management studies, v. 53, n. 7, pp. 1223-1252.

https://doi.org/10.1111/joms.12196

Dellarocas, Chrysanthos (2003). “The digitization of word of mouth: Promise and challenges of online feedback mechanisms”. Management science, v. 49, n. 10, pp. 1407-1424.

https://doi.org/10.1287/mnsc.49.10.1407.17308

DiStaso, Marcia W.; McCorkindale, Tina; Wright, Donald K. (2011). “How public relations executives perceive and measure the impact of social media in their organizations”. Public relations review, v. 37, n. 3, pp. 325-328.

https://doi.org/10.1016/j.pubrev.2011.06.005

Dowling, John; Pfeffer, Jeffrey (1975). “Organizational legitimacy: Social values and organizational behavior”. Pacific sociological review, v. 18, n. 1, pp. 122-136.

https://doi.org/10.2307/1388226

Du, Shuili; Bhattacharya, Chitrabhan B.; Sen, Sankar (2010). “Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication”. International journal of management reviews, v. 12, n. 1, pp. 8-19.

https://doi.org/10.1111/j.1468-2370.2009.00276.x

Dutot, Vincent; Lacalle-Gálvez, Eva; Versailles, David W. (2016). “CSR communications strategies through social media and influence on e-reputation: An exploratory study”. Management decision, v. 54, n. 2, pp. 363-389.

https://doi.org/10.1108/MD-01-2015-0015

Eberle, David; Berens, Guido; Li, Ting (2013). “The impact of interactive corporate social responsibility communication on corporate reputation”. Journal of business ethics, v. 118, n. 4, pp. 731-746.

https://doi.org/10.1007/s10551-013-1957-y

Elving, Wim J. L.; Postma, Rosa-May (2017). “Social media: The dialogue myth? How organizations use social media for stakeholder dialogue”. In: Van-Ruler, Betteke; Smit, Iekje; Ihlen, Øyvind; Romenti, Stefania (eds.). How strategic communication shapes value and innovation in society. Emerald Publishing Limited, pp. 123-141. ISBN: 978 1 78714 717 1

https://doi.org/10.1108/S2398-391420170000002011

Etter, Michael (2013). “Reasons for low levels of interactivity: (Non-) interactive CSR communication in Twitter”. Public relations review, v. 39, n. 5, pp. 606-608.

https://doi.org/10.1016/j.pubrev.2013.06.003

Etter, Michael (2014). “Broadcasting, reacting, engaging - Three strategies for CSR communication in Twitter”. Journal of communication management, v. 18, n. 4, pp. 322-342.

https://doi.org/10.1108/JCOM-01-2013-0007

Fernández-Gómez, Erika; Martín-Quevedo, Juan (2018). “La estrategia de engagement de Netflix España en Twitter”. El profesional de la información, v. 27, n. 6, pp. 1292-1302. https://doi.org/10.3145/epi.2018.nov.12

Fieseler, Christian; Fleck, Matthes; Meckel, Miriam (2010). “Corporate social responsibility in the blogosphere”. Journal of business ethics, v. 91, n. 4, pp. 599-614.

https://doi.org/10.1007/s10551-009-0135-8

Freeman, R. Edward (1984). Strategic management. A stakeholder approach. Boston: Pitman Ballinger. ISBN: 978 0 273019138

Golob, Ursa; Podnar, Klement; Elving, Wim J.; Nielsen, Anne-Ellerup; Thomsen, Christa; Schultz, Friederike (2013). “CSR communication: quo vadis?”. Corporate communications: An international journal, v. 18, n. 2, pp. 176-192.

https://doi.org/10.1108/13563281311319472

Gómez, Lina M.; Chalmeta, Ricardo (2013). “The importance of corporate social responsibility communication in the age of social media”. In: 16th International public relations research conference, Miami, March 6-10.

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2290793

Guba, Egon G.; Lincoln, Yvonna S. (2012). “Controversias paradigmáticas, contradicciones y confluencias emergentes”. In: Denzin, Norman K.; Lincoln, Yvonna S. (eds.). Paradigmas y perspectivas en disputa. Manual de investigación cualitativa. Barcelona: Gedisa. pp. 28-72. ISBN: 978 84 97843096

Habibi, Mohammad-Reza; Laroche, Michel; Richard, Marie-Odile (2014). “The roles of brand community and community engagement in building brand trust on social media”. Computers in human behavior, v. 37, pp. 152-161.

https://doi.org/10.1016/j.chb.2014.04.016

Hetze, Katharina (2016). “Effects on the (CSR) reputation: CSR reporting discussed in the light of signalling and stakeholder perception theories”. Corporate reputation review, v. 19, n. 3, pp. 281-296.

https://doi.org/10.1057/s41299-016-0002-3

Ihlen, Øyvind; Bartlett, Jennifer L.; May, Steve (2011). “Corporate social responsibility and communication”. In: Ihlen, Øyvind; Bartlett, Jennifer L.; May, Steve (eds.). The handbook of communication and corporate social responsibility. Chichester (UK): Wiley‐Blackwell, pp. 1-22. ISBN: 978 1 444 33634 4

https://doi.org/10.1002/9781118083246.ch1

Illia, Laura; Romenti, Stefania; Rodríguez-Cánovas, Belén; Murtarelli, Grazia; Carroll, Craig E. (2017). “Exploring corporations’ dialogue about CSR in the digital era”. Journal of business ethics, v. 146, n.1, pp. 39-58.

https://doi.org/10.1007/s10551-015-2924-6

Illia, Laura; Zyglidopoulos, Stelios C.; Romenti, Stefania; Rodríguez-Cánovas, Belén; González-Del-Valle-Brena, Almudena (2013). “Communicating corporate social responsibility to a cynical public”. MIT Sloan management review, v. 54, n. 3.

https://sloanreview.mit.edu/article/communicating-corporate-social-responsibility-to-a-cynical-public

Jahdi, Khosro S.; Acikdilli, Gaye (2009). “Marketing communications and corporate social responsibility (CSR): marriage of convenience or shotgun wedding?”. Journal of business ethics, v. 88, n. 1, pp. 103-113.

https://doi.org/10.1007/s10551-009-0113-1

Jansen, Bernard J.; Zhang, Mimi; Sobel, Kate; Chowdury, Abdur (2009). “Twitter power: Tweets as electronic word of mouth”. Journal of the American Society for Information Science and Technology, v. 60, n. 11, pp. 2169-2188.

https://doi.org/10.1002/asi.21149

Khalil, Sandra; O’Sullivan, Patrick (2017). “Corporate social responsibility: Internet social and environmental reporting by banks”. Meditari accountancy research, v. 25, n. 3, pp. 414-446.

https://doi.org/10.1108/MEDAR-10-2016-0082

King, Cynthia L. (2009). “Emergent communication strategies”. International journal of strategic communication, v. 4, n. 1, pp. 19-38.

https://doi.org/10.1080/15531180903415814

KPMG (2017). The road ahead. The KPMG survey of corporate responsibility reporting 2017.

https://home.kpmg.com/content/dam/kpmg/campaigns/csr/pdf/CSR_Reporting_2017.pdf

Lee, Kiljae; Oh, Won-Yong; Kim, Namhyeok (2013). “Social media for socially responsible firms: Analysis of Fortune 500’s Twitter profiles and their CSR/CSIR ratings”. Journal of business ethics, v. 118, n. 4, pp. 791-806.

https://doi.org/10.1007/s10551-013-1961-2

Lyes, Amy; Palakshappa, Nitha; Bulmer, Sandy (2012). “Communicating corporate social responsibility using social media: implications for marketing strategists”. AMA Summer educators’ conference proceedings, v. 23, pp. 249-256.

Macnamara, Jim; Zerfass, Ansgar (2012). “Social media communication in organizations: The challenges of balancing openness, strategy, and management”. International journal of strategic communication, v. 6, n. 4, pp. 287-308.

https://doi.org/10.1080/1553118X.2012.711402

Mangold, W. Glynn; Faulds, David J. (2009). “Social media: The new hybrid element of the promotion mix”. Business horizons, v. 52, n. 4, pp. 357-365.

https://doi.org/10.1016/j.bushor.2009.03.002

Massey, Joseph-Eric (2001). “Managing organizational legitimacy: Communication strategies for organizations in crisis”. International journal of business communication, v. 38, n. 2, pp. 153-182.

https://doi.org/10.1177/002194360103800202

Mazzei, Lisa A.; Jackson, Alecia Y. (2012). “Complicating voice in a refusal to ‘Let participants speak for themselves’”. Qualitative inquiry, v. 18, n. 9, pp. 745-751.

https://doi.org/10.1177/1077800412453017

Menon, Satya; Kahn, Barbara E. (2003). “Corporate sponsorships of philanthropic activities: When do they impact perception of sponsor brand?”. Journal of consumer psychology, v. 13, n. 3, pp. 316-327.

https://doi.org/10.1207/S15327663JCP1303_12

Monfort, Abel; Villagra, Nuria (2016). “Corporate social responsibility and corporate foundations in building responsible brands”. El profesional de la informacion, v. 25, n. 5, pp. 767-777.

https://doi.org/10.3145/epi.2016.sep.07

Morsing, Mette; Schultz, Majken (2006). “Corporate social responsibility communication: Stakeholder information, response and involvement strategies”. Business ethics: A European review, v. 15, n. 4, pp. 323-338.

https://doi.org/10.1111/j.1467-8608.2006.00460.x

Morsing, Mette; Schultz, Majken; Nielsen, Kasper-Ulf (2008). “The ‘Catch 22’ of communicating CSR: Findings from a Danish study”. Journal of marketing communications, v. 14, n. 2, pp. 97-111.

https://doi.org/10.1080/13527260701856608

Pavlíček, Antonín; Doucek, Petr (2015). “Corporate social responsibility in social media environment”. In: Khalil, Ismail; Neuhold, Erich; Tjoa, A. Min; Xu, Li-Da; You, Ilsun (eds.). Information and communication technology. ICT-EurAsia 2015. Lecture notes in computer science: Springer. pp. 323-332. ISBN: 3319243144

https://doi.org/10.1007/978-3-319-24315-3_33

Peloza, John; Shang, Jingzhi (2011). “How can corporate social responsibility activities create value for stakeholders? A systematic review”. Journal of the Academy of Marketing Science, v. 39, n. 1, pp. 117-135.

https://doi.org/10.1007/s11747-010-0213-6

Pérez, Andrea; López-Gutiérrez, Carlos (2017). “An empirical analysis of the relationship between the information quality of CSR reporting and reputation among publicly traded companies in Spain”. Academia. Revista latinoamericana de administración, v. 30, n. 1, pp. 87-107.

https://doi.org/10.1108/ARLA-02-2016-0036

Porter, Michael E.; Kramer, Mark R. (2006). “Strategy & society: The link between competitive advantage and corporate social responsibility”. Harvard business review, v. 84, n. 12, pp. 78-92.

https://hbr.org/2006/12/strategy-and-society-the-link-between-competitive-advantage-and-corporate-social-responsibility

Roberts, Robin W. (1992). “Determinants of corporate social responsibility disclosure: An application of stakeholder theory”. Accounting, organizations and society, v. 17, n. 6, pp. 595-612. https://doi.org/10.1016/0361-3682(92)90015-K

Roca, Laurence-Clément; Searcy, Cory (2012). “An analysis of indicators disclosed in corporate sustainability reports”. Journal of cleaner production, v. 20, n. 1, pp. 103-118.

https://doi.org/10.1016/j.jclepro.2011.08.002

Rodríguez, Linda C.; LeMaster, Jane (2007). “Voluntary corporate social responsibility disclosure: SEC ‘CSR Seal of approval’”. Business & society, v. 46, n. 3, pp. 370-384.

https://doi.org/10.1177/0007650306297944

Sandín, María-Paz (2003). Investigación cualitativa en educación. Fundamentos y tradiciones. Madrid: McGraw Hill. ISBN: 84 481 3779 5

Saxton, Gregory D.; Gómez, Lina; Ngoh, Zed; Lin, Yi-Pin; Dietrich, Sarah (2019). “Do CSR messages resonate? Examining public reactions to firms’ CSR efforts on social media”. Journal of business ethics, v. 155, n. 2, pp. 359-377.

https://doi.org/10.1007/s10551-017-3464-z

Scherer, Andreas-Georg; Palazzo, Guido (2007). “Toward a political conception of corporate responsibility: Business and society seen from a Habermasian perspective”. Academy of management review, v. 32, n. 4, pp. 1096-1120.

https://doi.org/10.5465/amr.2007.26585837

Schlegelmilch, Bodo B.; Pollach, Irene (2005). “The perils and opportunities of communicating corporate ethics”. Journal of marketing management, v. 21, n. 3-4, pp. 267-290.

https://doi.org/10.1362/0267257053779154

Sen, Sankar; Bhattacharya, Chitra-Bhanu (2001). “Does doing good always lead to doing better? Consumer reactions to corporate social responsibility”. Journal of marketing research, v. 38, n. 2, pp. 225-243.

https://doi.org/10.1509/jmkr.38.2.225.18838

Smith, Brian G.; Place, Katie R. (2013). “Integrating power? Evaluating public relations influence in an integrated communication structure”. Journal of public relations research, v. 25, n. 2, pp. 168-187.

https://doi.org/10.1080/1062726X.2013.758585

Snider, Jamie; Hill, Ronald-Paul; Martin, Diane (2003). “Corporate social responsibility in the 21st century: A view from the world’s most successful firms”. Journal of business ethics, v. 48, n. 2, pp. 175-187.

https://doi.org/10.1023/B:BUSI.0000004606.29523.db

Stohl, Cynthia; Etter, Michael; Banghart, Scott; Woo, DaJung (2017). “Social media policies: Implications for contemporary notions of corporate social responsibility”. Journal of business ethics, v. 142, n. 3, pp. 413-436.

https://doi.org/10.1007/s10551-015-2743-9

Suárez-Rico, Yuli-Marcela; Gómez-Villegas, Mauricio; García-Benau, María-Antonia (2018). “Exploring Twitter for CSR disclosure: Influence of CEO and firm characteristics in Latin American companies”. Sustainability, v. 10, n. 8, art. 2617.

https://doi.org/10.3390/su10082617

Suchman, Mark C. (1995). “Managing legitimacy: Strategic and institutional approaches”. Academy of management review, v. 20, n. 3, pp. 571-610.

https://doi.org/10.2307/258788

Tagesson, Torbjörn; Blank, Veronica; Broberg, Pernilla; Collin, Sven‐Olof (2009). “What explains the extent and content of social and environmental disclosures on corporate websites: A study of social and environmental reporting in Swedish listed corporations”. Corporate social responsibility and environmental management, v. 16, n. 6, pp. 352-364.

https://doi.org/10.1002/csr.194

Twitter (n.d.). “How to like a Tweet or moment”. Help center.

https://help.twitter.com/en/using-twitter/liking-tweets-and-moments

Unerman, Jeffrey (2008). “Strategic reputation risk management and corporate social responsibility reporting”. Accounting, auditing & accountability journal, v. 21, n. 3, pp. 362-364.

https://doi.org/10.1108/09513570810863941

Waddock, Sandra; Goggins, Bradley K. (2011). “The paradoxes of communicating corporate social responsibility”. In: Ihlen, Øyvind; Bartlett, Jennifer L.; May, Steve (eds.). The handbook of communication and corporate social responsibility. Chichester (UK): Wiley‐Blackwell, pp. 23-43. ISBN: 978 1 444 33634 4

https://doi.org/10.1002/9781118083246.ch2

Watkins, Brandi; Lewis, Regina (2014). “Initiating dialogue on social media: An investigation of athletes’ use of dialogic principles and structural features of Twitter”. Public relations review, v. 40, n. 5, pp. 853-855.

https://doi.org/10.1016/j.pubrev.2014.08.001

Weinberg, Bruce D.; Pehlivan, Ekin (2011). “Social spending: Managing the social media mix”. Business horizons, v. 54, n. 3, pp. 275-282.

https://doi.org/10.1016/j.bushor.2011.01.008

Whelan, Glen; Moon, Jeremy; Grant, Bettina (2013). “Corporations and citizenship arenas in the age of social media”. Journal of business ethics, v. 118, n. 4, pp. 777-790.

http://doi.org/10.1007/s10551-013-1960-3

Zimmerman, Monica A.; Zeitz, Gerald J. (2002). “Beyond survival: Achieving new venture growth by building legitimacy”. Academy of management review, v. 27, n. 3, pp. 414-431.

https://doi.org/10.2307/4134387


Downloads

Downloads per month over past year

Actions (login required)

View Item View Item