IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i24p16769-d1003230.html
   My bibliography  Save this article

Corporate Social Responsibility on Twitter: A Review of Topics and Digital Communication Strategies’ Success Factors

Author

Listed:
  • Katharina Pilgrim

    (Management and Innovation in Health Care, Faculty of Management, Economics and Society, Witten/Herdecke University, Alfred-Herrhausen-Str. 50, 58455 Witten, Germany)

  • Sabine Bohnet-Joschko

    (Management and Innovation in Health Care, Faculty of Management, Economics and Society, Witten/Herdecke University, Alfred-Herrhausen-Str. 50, 58455 Witten, Germany)

Abstract

Corporate social responsibility (CSR) has become increasingly important for companies in recent years. On the one hand, regulatory frameworks require the disclosure of measures for sustainable management. On the other hand, for long-term corporate success, stakeholders must be strategically engaged in the dialog on sustainability aspects. Social media and Twitter in particular offer the potential to foster a meaningful stakeholder dialogue on CSR topics. Twitter’s strategic realignment due to Elon Musk’s acquisition in the fall of 2022, provides an opportunity to capture research results on activities and strategies on the platform systematically, and to synthesize information for future comparative longitudinal studies of changes in usage. We conducted a literature review including 42 papers to contribute to the body of evidence on CSR communication strategies on Twitter across industries and countries, by deriving interdisciplinary suggestions for strategic CSR-related stakeholder management. Results cover relevant CSR topics, prioritized stakeholder groups for CSR communication on Twitter, and successful communication strategies for companies to obtain beneficial results, such as generating social media capital. The results contribute to the strategic planning and implementation of CSR stakeholder management on Twitter, and offer starting points for future studies on social-media mining and CSR communication strategies.

Suggested Citation

  • Katharina Pilgrim & Sabine Bohnet-Joschko, 2022. "Corporate Social Responsibility on Twitter: A Review of Topics and Digital Communication Strategies’ Success Factors," Sustainability, MDPI, vol. 14(24), pages 1-24, December.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:24:p:16769-:d:1003230
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/24/16769/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/24/16769/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ingrid M. O’Brien & Wade Jarvis & Geoffrey Soutar & Robyn Ouschan, 2018. "Co-creating a CSR Strategy with Customers to Deliver Greater Value," CSR, Sustainability, Ethics & Governance, in: Martin Brueckner & Rochelle Spencer & Megan Paull (ed.), Disciplining the Undisciplined?, pages 89-107, Springer.
    2. Donthu, Naveen & Kumar, Satish & Mukherjee, Debmalya & Pandey, Nitesh & Lim, Weng Marc, 2021. "How to conduct a bibliometric analysis: An overview and guidelines," Journal of Business Research, Elsevier, vol. 133(C), pages 285-296.
    3. Bongsug (Kevin) Chae & Eunhye (Olivia) Park, 2018. "Corporate Social Responsibility (CSR): A Survey of Topics and Trends Using Twitter Data and Topic Modeling," Sustainability, MDPI, vol. 10(7), pages 1-20, June.
    4. Manuel Branco & Lúcia Rodrigues, 2006. "Corporate Social Responsibility and Resource-Based Perspectives," Journal of Business Ethics, Springer, vol. 69(2), pages 111-132, December.
    5. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
    6. Klarin Tomislav, 2018. "The Concept of Sustainable Development: From its Beginning to the Contemporary Issues," Zagreb International Review of Economics and Business, Faculty of Economics and Business, University of Zagreb, vol. 21(1), pages 67-94, May.
    7. John Cantrell & Elias Kyriazis & Gary Noble, 2015. "Developing CSR Giving as a Dynamic Capability for Salient Stakeholder Management," Journal of Business Ethics, Springer, vol. 130(2), pages 403-421, August.
    8. Schwartz, Mark S. & Carroll, Archie B., 2003. "Corporate Social Responsibility: A Three-Domain Approach," Business Ethics Quarterly, Cambridge University Press, vol. 13(4), pages 503-530, October.
    9. Kiljae Lee & Won-Yong Oh & Namhyeok Kim, 2013. "Social Media for Socially Responsible Firms: Analysis of Fortune 500’s Twitter Profiles and their CSR/CSIR Ratings," Journal of Business Ethics, Springer, vol. 118(4), pages 791-806, December.
    10. Duygu Turker, 2009. "How Corporate Social Responsibility Influences Organizational Commitment," Journal of Business Ethics, Springer, vol. 89(2), pages 189-204, October.
    11. Myoung-Jin Chae, 2021. "Driving Consumer Engagement through Diverse Calls to Action in Corporate Social Responsibility Messages on Social Media," Sustainability, MDPI, vol. 13(7), pages 1-22, March.
    12. Suzan Burton & Alena Soboleva & Kate Daellenbach & Debra Z. Basil & Terry Beckman & Sameer Deshpande, 2017. "Helping those who help us: co-branded and co-created Twitter promotion in CSR partnerships," Journal of Brand Management, Palgrave Macmillan, vol. 24(4), pages 322-333, August.
    13. Amin, Marian H. & Mohamed, Ehab K.A. & Elragal, Ahmed, 2021. "CSR disclosure on Twitter: Evidence from the UK," International Journal of Accounting Information Systems, Elsevier, vol. 40(C).
    14. David Moher & Alessandro Liberati & Jennifer Tetzlaff & Douglas G Altman & The PRISMA Group, 2009. "Preferred Reporting Items for Systematic Reviews and Meta-Analyses: The PRISMA Statement," PLOS Medicine, Public Library of Science, vol. 6(7), pages 1-6, July.
    15. Tzu-Kuan Chiu & Yi-Hsin Wang, 2015. "Determinants of Social Disclosure Quality in Taiwan: An Application of Stakeholder Theory," Journal of Business Ethics, Springer, vol. 129(2), pages 379-398, June.
    16. Gregory D. Saxton & Lina Gomez & Zed Ngoh & Yi-Pin Lin & Sarah Dietrich, 2019. "Do CSR Messages Resonate? Examining Public Reactions to Firms’ CSR Efforts on Social Media," Journal of Business Ethics, Springer, vol. 155(2), pages 359-377, March.
    17. Linda O’Riordan & Jenny Fairbrass, 2014. "Managing CSR Stakeholder Engagement: A New Conceptual Framework," Journal of Business Ethics, Springer, vol. 125(1), pages 121-145, November.
    18. Christoph Endenich & Rouven Trapp, 2020. "Ethical Implications of Management Accounting and Control: A Systematic Review of the Contributions from the Journal of Business Ethics," Journal of Business Ethics, Springer, vol. 163(2), pages 309-328, May.
    19. Pons, Adrià & Vintrò, Carla & Rius, Josep & Vilaplana, Jordi, 2021. "Impact of Corporate Social Responsibility in mining industries," Resources Policy, Elsevier, vol. 72(C).
    20. Tam Thien Vo & Xinning Xiao & Shuk Ying Ho, 2019. "How Does Corporate Social Responsibility Engagement Influence Word of Mouth on Twitter? Evidence from the Airline Industry," Journal of Business Ethics, Springer, vol. 157(2), pages 525-542, June.
    21. Gregory D. Saxton & Charlotte Ren & Chao Guo, 2021. "Responding to Diffused Stakeholders on Social Media: Connective Power and Firm Reactions to CSR-Related Twitter Messages," Journal of Business Ethics, Springer, vol. 172(2), pages 229-252, August.
    22. Benedetta Esposito & Maria Rosaria Sessa & Daniela Sica & Ornella Malandrino, 2021. "Corporate Social Responsibility Engagement through Social Media. Evidence from the University of Salerno," Administrative Sciences, MDPI, vol. 11(4), pages 1-15, December.
    23. Okazaki, Shintaro & Plangger, Kirk & West, Douglas & Menéndez, Héctor D., 2020. "Exploring digital corporate social responsibility communications on Twitter," Journal of Business Research, Elsevier, vol. 117(C), pages 675-682.
    24. Oriol Iglesias & Stefan Markovic & Mehdi Bagherzadeh & Jatinder Jit Singh, 2020. "Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty," Journal of Business Ethics, Springer, vol. 163(1), pages 151-166, April.
    25. María Jesús Muñoz-Torres & María Ángeles Fernández-Izquierdo & Juana M. Rivera-Lirio & Idoya Ferrero-Ferrero & Elena Escrig-Olmedo & José Vicente Gisbert-Navarro & María Chiara Marullo, 2018. "An Assessment Tool to Integrate Sustainability Principles into the Global Supply Chain," Sustainability, MDPI, vol. 10(2), pages 1-20, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yong Hu & Qian Liu, 2023. "Local Digital Economy and Corporate Social Responsibility," Sustainability, MDPI, vol. 15(11), pages 1-20, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Siva K. Balasubramanian & Yiwei Fang & Zihao Yang, 2021. "Twitter Presence and Experience Improve Corporate Social Responsibility Outcomes," Journal of Business Ethics, Springer, vol. 173(4), pages 737-757, November.
    2. Camilla Salvatore & Silvia Biffignandi & Annamaria Bianchi, 2022. "Corporate Social Responsibility Activities Through Twitter: From Topic Model Analysis to Indexes Measuring Communication Characteristics," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 164(3), pages 1217-1248, December.
    3. Ashish Kumar Jha & Nishant Kumar Verma, 2023. "Social Media Sustainability Communication: An Analysis of Firm Behaviour and Stakeholder Responses," Information Systems Frontiers, Springer, vol. 25(2), pages 723-742, April.
    4. Maximilian Schacker, 2022. "Tackling Fuzziness in CSR Communication Research on Social Media: Pathways to More Rigor and Replicability," Sustainability, MDPI, vol. 14(24), pages 1-20, December.
    5. Dominik Aaken & Florian Buchner, 2020. "Religion and CSR: a systematic literature review," Journal of Business Economics, Springer, vol. 90(5), pages 917-945, June.
    6. Astrid Kainzbauer & Parisa Rungruang & Philip Hallinger, 2021. "How Does Research on Sustainable Human Resource Management Contribute to Corporate Sustainability: A Document Co-Citation Analysis, 1982–2021," Sustainability, MDPI, vol. 13(21), pages 1-21, October.
    7. Pons, Adrià & Vintrò, Carla & Rius, Josep & Vilaplana, Jordi, 2021. "Impact of Corporate Social Responsibility in mining industries," Resources Policy, Elsevier, vol. 72(C).
    8. Hafiz Yasir Ali & Muhammad Asrar‐ul‐Haq & Shaheera Amin & Sadaf Noor & Muhammad Haris‐ul‐Mahasbi & Muhammad Kashif Aslam, 2020. "Corporate social responsibility and employee performance: The mediating role of employee engagement in the manufacturing sector of Pakistan," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2908-2919, November.
    9. Lite J. Nartey & Witold J. Henisz & Sinziana Dorobantu, 2023. "Reciprocity in Firm–Stakeholder Dialog: Timeliness, Valence, Richness, and Topicality," Journal of Business Ethics, Springer, vol. 183(2), pages 429-451, March.
    10. Bongsug (Kevin) Chae & Eunhye (Olivia) Park, 2018. "Corporate Social Responsibility (CSR): A Survey of Topics and Trends Using Twitter Data and Topic Modeling," Sustainability, MDPI, vol. 10(7), pages 1-20, June.
    11. Gregory D. Saxton & Charlotte Ren & Chao Guo, 2021. "Responding to Diffused Stakeholders on Social Media: Connective Power and Firm Reactions to CSR-Related Twitter Messages," Journal of Business Ethics, Springer, vol. 172(2), pages 229-252, August.
    12. Bongani Munkuli & Renee Horne, 2018. "Financial Markets Value Reputation for Corporate Social Responsibility (CSR) – A Study of the South African Mining Sector," Africagrowth Agenda, Africagrowth Institute, vol. 15(2), pages 17-22.
    13. Madeeha Zafar & Imran Ali, 2016. "The Influence of Corporate Social Responsibility on Employee Commitment: The Mediating Role of Employee Company Identification," Asian Social Science, Canadian Center of Science and Education, vol. 12(12), pages 262-262, December.
    14. Patrick Hartmann & Paula Fernández & Vanessa Apaolaza & Martin Eisend & Clare D’Souza, 2021. "Explaining Viral CSR Message Propagation in Social Media: The Role of Normative Influences," Journal of Business Ethics, Springer, vol. 173(2), pages 365-385, October.
    15. Shome, Samik & Hassan, M. Kabir & Verma, Sushma & Panigrahi, Tushar Ranjan, 2023. "Impact investment for sustainable development: A bibliometric analysis," International Review of Economics & Finance, Elsevier, vol. 84(C), pages 770-800.
    16. Sara Rodriguez-Gomez & Maria Lourdes Arco-Castro & Maria Victoria Lopez-Perez & Lazaro Rodríguez-Ariza, 2020. "Where Does CSR Come from and Where Does It Go? A Review of the State of the Art," Administrative Sciences, MDPI, vol. 10(3), pages 1-19, August.
    17. Najeb Masoud, 2017. "How to win the battle of ideas in corporate social responsibility: the International Pyramid Model of CSR," International Journal of Corporate Social Responsibility, Springer, vol. 2(1), pages 1-22, December.
    18. Manoj Anand & Jagandeep Singh, 2021. "Business students’ perception of corporate social responsibility: an exploratory study," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 48(3), pages 261-284, September.
    19. Mavis Adu-Gyamfi & Zheng He & Gabriel Nyame & Seth Boahen & Michelle Frempomaa Frempong, 2021. "Effects of Internal CSR Activities on Social Performance: The Employee Perspective," Sustainability, MDPI, vol. 13(11), pages 1-28, June.
    20. Alatawi, Ibrahim A. & Ntim, Collins G. & Zras, Anis & Elmagrhi, Mohamed H., 2023. "CSR, financial and non-financial performance in the tourism sector: A systematic literature review and future research agenda," International Review of Financial Analysis, Elsevier, vol. 89(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:24:p:16769-:d:1003230. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.