Exploring digital corporate social responsibility communications on Twitter

Okazaki, Shintaro, Plangger, Kirk, West, Douglas and Menéndez, Héctor D. ORCID: https://orcid.org/0000-0002-6314-3725 (2020) Exploring digital corporate social responsibility communications on Twitter. Journal of Business Research, 117 . pp. 675-682. ISSN 0148-2963 [Article] (doi:10.1016/j.jbusres.2019.09.006)

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Abstract

Many brands utilize social media to communicate with consumers, but are they taking advantage of these media’s potential for co-creation? We explore this in the corporate social responsibility (CSR) context where online CSR dialogs form as brands interact with consumers using social media. Study 1 examines eight brands’ CSR communication on Twitter and suggests these dialogs are present, but are rarely part of the process with most interactions between their consumers. Study 2 assesses the brands’ CSR relevant tweets’ content and finds that most are not relevant to CSR and, moreover, are predominantly one-way. Therefore, both studies reveal that brands are not tapping into the potential for co-creation that is inherent in social media. Thus, we recommend that social media messages should be engaging to the minimum extent that they include (a) mentions of individual consumers, (b) audience specific and relevant message content, and (c) opportunities for consumers to co-create value with the relevant brands.

Item Type: Article
Research Areas: A. > School of Science and Technology > Computer Science
Item ID: 31185
Notes on copyright: © 2020. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
Useful Links:
Depositing User: Hector Menendez Benito
Date Deposited: 19 Oct 2020 09:24
Last Modified: 20 Oct 2020 19:13
URI: https://eprints.mdx.ac.uk/id/eprint/31185

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