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Erschienen in: Journal of Business Ethics 2/2019

15.02.2017 | Original Paper

Do CSR Messages Resonate? Examining Public Reactions to Firms’ CSR Efforts on Social Media

verfasst von: Gregory D. Saxton, Lina Gomez, Zed Ngoh, Yi-Pin Lin, Sarah Dietrich

Erschienen in: Journal of Business Ethics | Ausgabe 2/2019

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Abstract

We posit a key goal of firms’ corporate social responsibility (CSR) efforts is to influence reputation through carefully crafted communicative practices. This trend has accelerated with the rise of social media such as Twitter and Facebook, which are essentially public message networks that organizations are leveraging to engage with concerned audiences. Given the large number of messages sent on these sites, only some will be effective and achieve broad public resonance. Building on signaling theory, this paper asks whether and how messages conveying CSR-related topics resonate with the public and, if so, which CSR topics and signal qualities are most effective. We test our hypotheses using data on public reactions to Fortune 500 companies’ CSR-focused Twitter feeds, using the retweeting (sharing) of firms’ messages as a proxy for public resonance. We find resonance is positively associated with messages that convey CSR topics such as the environment or education, those that make the topic explicit through use of hashtags, and those that tap into existing social movement discussions.

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Metadaten
Titel
Do CSR Messages Resonate? Examining Public Reactions to Firms’ CSR Efforts on Social Media
verfasst von
Gregory D. Saxton
Lina Gomez
Zed Ngoh
Yi-Pin Lin
Sarah Dietrich
Publikationsdatum
15.02.2017
Verlag
Springer Netherlands
Erschienen in
Journal of Business Ethics / Ausgabe 2/2019
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI
https://doi.org/10.1007/s10551-017-3464-z

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