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Title:
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CSR Communication Strategies for Twitter
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|
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Micro‐blogging as a tool for Public Relations |
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Author:
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Etter, Michael; Plotkowiak, Thomas |
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Abstract:
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This study explores how companies use the social media tool Twitter for CSR communication
in order to establish good public relations. By analyzing CSR communication conducted by
30 most central corporate Twitter accounts, identified through social network analysis within
a CSR‐Twitter‐network consisting of 19’855 Twitter members, we contribute to the
understanding of Twitter’s role for CSR communication and public relations. Manually
conducted content analysis of totally 41‘864 corporate Twitter messages gives insights into
different strategies concerning intensity and interactivity of CSR communication. Based on
theoretical foundations and empirical findings four CSR communication strategies for
Twitter are developed. |
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URI:
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http://hdl.handle.net/10398/8529
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Date:
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2012-10-06 |
This work is licensed under a Creative Commons License.
