CSR Communication Strategies for Twitter

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CSR Communication Strategies for Twitter

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dc.contributor.author Etter, Michael
dc.contributor.author Plotkowiak, Thomas
dc.date.accessioned 2011-11-25
dc.date.accessioned 2012-10-06T09:23:58Z
dc.date.available 2012-10-06T09:23:58Z
dc.date.issued 2012-10-06
dc.identifier.uri http://hdl.handle.net/10398/8529
dc.description.abstract 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. en_US
dc.format.extent 42 en_US
dc.language eng en_US
dc.title CSR Communication Strategies for Twitter en_US
dc.type cp en_US
dc.accessionstatus modt12okt06 lbjl en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for Interkulturel Kommunikation og Ledelse en_US
dc.contributor.departmentshort IKL en_US
dc.contributor.departmentuk Department of Intercultural Communication and Management en_US
dc.contributor.departmentukshort ICM en_US
dc.description.notes Paper presented at The 61th Annual Conference of the International Communication Association. 26-30 May 2011. Boston, USA. en_US
dc.publisher.city Boston en_US
dc.publisher.year 2011 en_US
dc.title.subtitle Micro‐blogging as a tool for Public Relations en_US


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