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Journal of Business Ethics

Erschienen in:

01.12.2013

The Pursuit of Empowerment through Social Media: Structural Social Capital Dynamics in CSR-Blogging

verfasst von: Christian Fieseler, Matthes Fleck

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

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Abstract

With the emergence of participative social media, the ways in which stakeholders may interact with companies are changing. Social media and Web 2.0 technologies change gatekeeping mechanisms and the distribution of information. In consequence, organizations must realize that they are structurally embedded in online networks of interconnected and equitable actors. In this paper, we analyze how this change in today’s information and communication technologies may affect Corporate Social Responsibility (CSR) action. We utilize social network analysis to investigate the CSR blogs of three IT firms: Google, Hewlett-Packard, and Intel. The analysis reveals that their Internet-enabled social networks exhibit patterns of power law distribution and an uneven distribution of structural social capital among the actors involved, especially on the corporate side, which fails to fully engage with the network. We conclude by indicating the research implications of shifting social capital dynamics and by deriving implications for management and practice.

Vorheriger Artikel Tweetjacked: The Impact of Social Media on Corporate Greenwash

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

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Titel: The Pursuit of Empowerment through Social Media: Structural Social Capital Dynamics in CSR-Blogging
verfasst von: Christian Fieseler
Matthes Fleck
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/s10551-013-1959-9

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