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Visualizing the triple bottom line: A large‐scale automated visual content analysis of European corporations' website and social media images

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  • Irina Lock
  • Theo Araujo

Abstract

With the “visual turn” online, images have become increasingly important for companies to attract stakeholders to their online CSR communication. To investigate in how far businesses' visual sustainability language reflects a balanced triple bottom line, this study compared the most profitable European corporations' websites images (N = 21,841) and visual Twitter posts (N = 3,637) through automated content analysis using computer vision algorithms. The findings of this big data‐analysis reveal that European companies overemphasize the financial bottom line on both owned and shared media. The channel matters as firms are more likely to communicate people‐, planet‐, and profit‐related images via social media than their website. Corporations from environmentally sensitive industries tend to highlight the social dimension, though this is where they impact less, and do so more often through their website. Thus, this study confirms the criticism that the business case is dominant in CSR strategies also for visual communication.

Suggested Citation

  • Irina Lock & Theo Araujo, 2020. "Visualizing the triple bottom line: A large‐scale automated visual content analysis of European corporations' website and social media images," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2631-2641, November.
    • Handle: RePEc:wly:corsem:v:27:y:2020:i:6:p:2631-2641
    DOI: 10.1002/csr.1988
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    2. Vasja Roblek & Oshane Thorpe & Mirjana Pejic Bach & Andrej Jerman & Maja Meško, 2020. "The Fourth Industrial Revolution and the Sustainability Practices: A Comparative Automated Content Analysis Approach of Theory and Practice," Sustainability, MDPI, vol. 12(20), pages 1-27, October.
    3. Giuseppe Crapa & Maria Elena Latino & Paolo Roma, 2024. "The performance of green communication across social media: Evidence from large‐scale retail industry in Italy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 493-513, January.
    4. Sánchez-Chaparro, Teresa & Soler-Vicén, Miguel Ángel & Gómez-Frías, Víctor, 2022. "Be good and look good: Communicating the triple bottom line through corporate websites," Journal of Business Research, Elsevier, vol. 144(C), pages 136-145.
    5. Yuriko Nakao & Aya Ishino & Katsuhiko Kokubu & Hitoshi Okada, 2024. "Exploring visual communication in corporate sustainability reporting: Using image recognition with deep learning," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(4), pages 3210-3234, July.
    6. Weilin Pu & Yilu Wang & Giuseppe Daniele Ibello & Rishav Chakraborty & Mojun Yang & Ka Wing Chan & Rafi Chowdhury & Felix Septianto & Junbum Kwon, 2025. "Effective Awe-Inspiring Visual Content Strategy for Social Media Engagement with Ethical Fashion Brands: The Mediating Role of Deontological Ethical Beliefs," Journal of Business Ethics, Springer, vol. 196(4), pages 753-771, February.

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