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

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  • Christian Fieseler
  • Matthes Fleck

Abstract

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

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  • Christian Fieseler & Matthes Fleck, 2013. "The Pursuit of Empowerment through Social Media: Structural Social Capital Dynamics in CSR-Blogging," Journal of Business Ethics, Springer, vol. 118(4), pages 759-775, December.
    • Handle: RePEc:kap:jbuset:v:118:y:2013:i:4:p:759-775
    DOI: 10.1007/s10551-013-1959-9
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    1. Itziar Castelló & Michael Etter & Finn Årup Nielsen, 2016. "Strategies of Legitimacy Through Social Media: The Networked Strategy," Journal of Management Studies, Wiley Blackwell, vol. 53(3), pages 402-432, May.
    2. Dean Neu & Gregory Saxton & Jeffery Everett & Abu Rahaman Shiraz, 2020. "Speaking Truth to Power: Twitter Reactions to the Panama Papers," Journal of Business Ethics, Springer, vol. 162(2), pages 473-485, March.
    3. 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.
    4. Mohammad Reza Zahedi & Shayan Naghdi Khanachah, 2021. "Examining the Moderating Effect of Organic Structure and Innovative Culture on the Relationship between Social Capital and Knowledge Management Processes at a Research & Development Organization," Noble International Journal of Business and Management Research, Noble Academic Publsiher, vol. 5(4), pages 65-78, June.
    5. Laura Illia & Stefania Romenti & Belén Rodríguez-Cánovas & Grazia Murtarelli & Craig E. Carroll, 2017. "Exploring Corporations’ Dialogue About CSR in the Digital Era," Journal of Business Ethics, Springer, vol. 146(1), pages 39-58, November.
    6. Qamar Farooq & Yunhong Hao & Xuan Liu, 2019. "Understanding corporate social responsibility with cross‐cultural differences: A deeper look at religiosity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 965-971, July.
    7. Malik, Akanksha & Sinha, Shuchi & Goel, Sanjay, 2022. "Coping with workplace sexual harassment: Social media as an empowered outcome," Journal of Business Research, Elsevier, vol. 150(C), pages 165-178.
    8. Jose Vila & Domingo Ribeiro-Soriano, 2014. "An overview of Web 2.0 social capital: a cross-cultural approach," Service Business, Springer;Pan-Pacific Business Association, vol. 8(3), pages 399-404, September.
    9. Gregory D. Saxton & Dean Neu, 2022. "Twitter-Based Social Accountability Processes: The Roles for Financial Inscriptions-Based and Values-Based Messaging," Journal of Business Ethics, Springer, vol. 181(4), pages 1041-1064, December.
    10. Boyd, D. Eric & McGarry, Benjamin Michael & Clarke, Theresa B., 2016. "Exploring the empowering and paradoxical relationship between social media and CSR activism," Journal of Business Research, Elsevier, vol. 69(8), pages 2739-2746.
    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. María Ángeles Alcaide & Elena De La Poza & Natividad Guadalajara, 2019. "Assessing the Sustainability of High-Value Brands in the IT Sector," Sustainability, MDPI, vol. 11(6), pages 1-20, March.
    13. Janarthanan Balakrishnan & Pantea Foroudi, 2020. "Does Corporate Reputation Matter? Role of Social Media in Consumer Intention to Purchase Innovative Food Product," Corporate Reputation Review, Palgrave Macmillan, vol. 23(3), pages 181-200, August.
    14. 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.
    15. Buhmann, Alexander & Maltseva, Kateryna & Fieseler, Christian & Fleck, Matthes, 2021. "Muzzling social media: The adverse effects of moderating stakeholder conversations online," Technology in Society, Elsevier, vol. 64(C).
    16. Saxton, Gregory D. & Guo, Chao, 2020. "Social media capital: Conceptualizing the nature, acquisition, and expenditure of social media-based organizational resources," International Journal of Accounting Information Systems, Elsevier, vol. 36(C).

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