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The communication of CSR activities via social media A qualitative approach to identify opportunities and challenges for small and medium-sized enterprises in the agri-food sector

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  • Meixner, Oliver
  • Pollhammer, Elisabeth
  • Haas, Rainer

Abstract

Within this paper we analyze a state-of-the-art type of corporate social responsibility (CSR) communication, communication via social media. This type of communication with stakeholders is of growing importance. Opportunities and challenges of communication through social media channels are identified with special emphasis on small and medium-sized enterprises (SMEs) in the agri-food sector. 8 expert interviews were conducted on the basis of a broad literature review. The results of the qualitative interviews are analyzed by means of a comprehensive computer aided qualitative content analysis. The study enables the reader to get insights into the current situation regarding the implementation of CSR communication through social media channels in SMEs. Opportunities and threats of the application of social media are identified. The results are compared with relevant findings from literature.

Suggested Citation

  • Meixner, Oliver & Pollhammer, Elisabeth & Haas, Rainer, 2015. "The communication of CSR activities via social media A qualitative approach to identify opportunities and challenges for small and medium-sized enterprises in the agri-food sector," 2015 International European Forum (144th EAAE Seminar), February 9-13, 2015, Innsbruck-Igls, Austria 206248, International European Forum on System Dynamics and Innovation in Food Networks.
    • Handle: RePEc:ags:iefi15:206248
    DOI: 10.22004/ag.econ.206248
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    References listed on IDEAS

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    1. Forsman-Hugg, Sari & Katajajuuri, Juha-Matti & Pesonen, Inkeri & Paananen, Jaana & Makela, Johanna & Timonen, Paivi, 2008. "Building the content of CSR in the food chain with a stakeholder dialogue," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44254, European Association of Agricultural Economists.
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    Cited by:

    1. De Luca, Francesco & Iaia, Lea & Mehmood, Asad & Vrontis, Demetris, 2022. "Corrigendum to “Can social media improve stakeholder engagement and communication of Sustainable Development Goals? A cross-country analysis”," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    2. Federico Galán-Valdivieso & Laura Saraite-Sariene & Juana Alonso-Cañadas & María del Carmen Caba-Pérez, 2019. "Do Corporate Carbon Policies Enhance Legitimacy? A Social Media Perspective," Sustainability, MDPI, vol. 11(4), pages 1-23, February.
    3. De Luca, Francesco & Iaia, Lea & Mehmood, Asad & Vrontis, Demetris, 2022. "Can social media improve stakeholder engagement and communication of Sustainable Development Goals? A cross-country analysis," Technological Forecasting and Social Change, Elsevier, vol. 177(C).

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