IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Login to save this article or follow this journal

The Pursuit of Empowerment through Social Media: Structural Social Capital Dynamics in CSR-Blogging

  • Christian Fieseler

    ()

  • Matthes Fleck

    ()

Registered author(s):

    With the emergence of participative social media, the ways in which stakeholders may interact with companies are changing. Social media and Web 2.0 technologies change gatekeeping mechanisms and the distribution of information. In consequence, organizations must realize that they are structurally embedded in online networks of interconnected and equitable actors. In this paper, we analyze how this change in today’s information and communication technologies may affect Corporate Social Responsibility (CSR) action. We utilize social network analysis to investigate the CSR blogs of three IT firms: Google, Hewlett-Packard, and Intel. The analysis reveals that their Internet-enabled social networks exhibit patterns of power law distribution and an uneven distribution of structural social capital among the actors involved, especially on the corporate side, which fails to fully engage with the network. We conclude by indicating the research implications of shifting social capital dynamics and by deriving implications for management and practice. Copyright Springer Science+Business Media Dordrecht 2013

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL: http://hdl.handle.net/10.1007/s10551-013-1959-9
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Article provided by Springer in its journal Journal of Business Ethics.

    Volume (Year): 118 (2013)
    Issue (Month): 4 (December)
    Pages: 759-775

    as
    in new window

    Handle: RePEc:kap:jbuset:v:118:y:2013:i:4:p:759-775
    Contact details of provider: Web page: http://www.springerlink.com/link.asp?id=100281

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

    as in new window
    1. repec:hal:journl:hal-00287137 is not listed on IDEAS
    2. Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
    3. Christophe Van den Bulte & Yogesh V. Joshi, 2007. "New Product Diffusion with Influentials and Imitators," Marketing Science, INFORMS, vol. 26(3), pages 400-421, 05-06.
    4. Frank M. Bass, 2004. "A New Product Growth for Model Consumer Durables," Management Science, INFORMS, vol. 50(12_supple), pages 1825-1832, December.
    5. Stephen Chen, 2009. "Corporate Responsibilities in Internet-Enabled Social Networks," Journal of Business Ethics, Springer, vol. 90(4), pages 523-536, December.
    6. Duncan J. Watts & Peter Sheridan Dodds, 2007. "Influentials, Networks, and Public Opinion Formation," Journal of Consumer Research, University of Chicago Press, vol. 34(4), pages 441-458, 05.
    7. Henry Farrell & Daniel Drezner, 2008. "The power and politics of blogs," Public Choice, Springer, vol. 134(1), pages 15-30, January.
    8. Christian Fieseler & Matthes Fleck & Miriam Meckel, 2010. "Corporate Social Responsibility in the Blogosphere," Journal of Business Ethics, Springer, vol. 91(4), pages 599-614, February.
    9. Charla Mathwick & Caroline Wiertz & Ko de Ruyter, 2008. "Social Capital Production in a Virtual P3 Community," Journal of Consumer Research, University of Chicago Press, vol. 34(6), pages 832-849, November.
    Full references (including those not matched with items on IDEAS)

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:kap:jbuset:v:118:y:2013:i:4:p:759-775. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Guenther Eichhorn)

    or (Christopher F. Baum)

    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 references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link 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 profile, as there may be some citations waiting for confirmation.

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

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.