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

  1. Abel Monfort 1
  2. Nuria Villagra 2
  3. Belén López-Vázquez 1
  1. 1 ESIC Business & Marketing School
  2. 2 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Revista:
El profesional de la información

ISSN: 1386-6710 1699-2407

Año de publicación: 2019

Título del ejemplar: Comunicación organizacional / Organizational communication

Volumen: 28

Número: 5

Tipo: Artículo

DOI: 10.3145/EPI.2019.SEP.13 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: El profesional de la información

Resumen

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.

Información de financiación

We thank the Research Unit (UPI) (ESIC Business & Marketing School), the Branding and Integrated Communication Centre (UCM) and the W. Michael Hoffman Center for Business Ethics (Bentley University) for their support and comments that greatly improved the manuscript.

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