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