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Journal of Business Ethics

Erschienen in:

01.12.2013

Social Media for Socially Responsible Firms: Analysis of Fortune 500’s Twitter Profiles and their CSR/CSIR Ratings

verfasst von: Kiljae Lee, Won-Yong Oh, Namhyeok Kim

Erschienen in: Journal of Business Ethics | Ausgabe 4/2013

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Abstract

The instrumental benefits of firm’s CSR activities are contingent upon the stakeholders’ awareness and favorable attribution. While social media creates an important momentum for firms to cultivate favorable awareness by establishing a powerful framework of stakeholder relationships, the opportunities are not distributed evenly for all firms. In this paper, we investigate the impact of CSR credentials on the effectiveness of social media as a stakeholder-relationship management platform. The analysis of Fortune 500 companies in the Twitter sphere reveals that a higher CSR rating is a strong indicator of an earlier adoption, a faster establishment of online presence (followers), a higher responsiveness to the firm’s identity (replies and mentions), and a stronger virality of the messages (retweets). Incidentally, the higher CSIR rating is also found to be associated with the stronger virality. Our findings also suggest that socially responsible firms can harvest proactive stakeholders’ participation (user-driven communication) without investing more resources (firm-driven communication). As the first study that conceptualizes the social media as a proponent of CSR, this paper contends that “being socially responsible” makes more practical sense for firms with the rise of social media.

Vorheriger Artikel Corporations and Citizenship Arenas in the Age of Social Media

Nächster Artikel Capturing Online Presence: Hyperlinks and Semantic Networks in Activist Group Websites on Corporate Social Responsibility

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We conducted the regression analysis with full KLD ratings including sum of all seven domains. The results are similar as reported ones.

We also conducted the regression analysis without industry dummies. The overall pattern remained the same with slightly different significance levels.

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Titel: Social Media for Socially Responsible Firms: Analysis of Fortune 500’s Twitter Profiles and their CSR/CSIR Ratings
verfasst von: Kiljae Lee
Won-Yong Oh
Namhyeok Kim
Publikationsdatum: 01.12.2013
Verlag: Springer Netherlands
Erschienen in: Journal of Business Ethics / Ausgabe 4/2013
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI: https://doi.org/10.1007/s10551-013-1961-2

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