IDEAS home Printed from https://ideas.repec.org/a/wly/corsem/v28y2021i2p849-859.html
   My bibliography  Save this article

Social media as stakeholder engagement tool: CSR communication failure in the oil and gas sector

Author

Listed:
  • Simone Pizzi
  • Sara Moggi
  • Fabio Caputo
  • Pierfelice Rosato

Abstract

This article explores to what extent oil and gas companies use social media to engage with stakeholders on Corporate Social Responsibility (CSR) strategies. Drawing from the analysis of oil and gas megaproject facing the local community's protects, the research aims to highlight the level of stakeholder interaction on CSR's actions disclosed by social media. The study considers the Trans Adriatic Pipeline experience and the degree of interactions between the company and its stakeholders. According to Carroll's pyramid, the contents of Tweets were analyzed with the assistance of the statistics software program “TwitteR” and classified by their content. The analysis of the engagement practices on Twitter reveals that legitimization is influenced by the CSR contents proposed by the firms and the phase of megaproject development. Results suggest that social media communication does not always respond to stakeholder claims that should be periodically monitored through adequate stakeholder engagement tools.

Suggested Citation

  • Simone Pizzi & Sara Moggi & Fabio Caputo & Pierfelice Rosato, 2021. "Social media as stakeholder engagement tool: CSR communication failure in the oil and gas sector," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 849-859, March.
    • Handle: RePEc:wly:corsem:v:28:y:2021:i:2:p:849-859
    DOI: 10.1002/csr.2094
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/csr.2094
    Download Restriction: no
    File URL: https://libkey.io/10.1002/csr.2094?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Nikunj Kumar Jain & Abinash Panda & Piyush Choudhary, 2020. "Institutional pressures and circular economy performance: The role of environmental management system and organizational flexibility in oil and gas sector," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3509-3525, December.
    2. D. Reckien & J. Flacke & R. Dawson & O. Heidrich & M. Olazabal & A. Foley & J. Hamann & H. Orru & M. Salvia & S. Gregorio Hurtado & D. Geneletti & F. Pietrapertosa, 2014. "Climate change response in Europe: what’s the reality? Analysis of adaptation and mitigation plans from 200 urban areas in 11 countries," Climatic Change, Springer, vol. 122(1), pages 331-340, January.
    3. Mike Thelwall & Kevan Buckley & Georgios Paltoglou, 2011. "Sentiment in Twitter events," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 62(2), pages 406-418, February.
    4. She, Chaoyuan & Michelon, Giovanna, 2019. "Managing stakeholder perceptions: Organized hypocrisy in CSR disclosures on Facebook," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 61(C), pages 54-76.
    5. Michelle Greenwood, 2007. "Stakeholder Engagement: Beyond the Myth of Corporate Responsibility," Journal of Business Ethics, Springer, vol. 74(4), pages 315-327, September.
    6. Francesco Testa & Olivier Boiral & Fabio Iraldo, 2018. "Internalization of Environmental Practices and Institutional Complexity: Can Stakeholders Pressures Encourage Greenwashing?," Journal of Business Ethics, Springer, vol. 147(2), pages 287-307, January.
    7. Thomas Lyon & A. Montgomery, 2013. "Tweetjacked: The Impact of Social Media on Corporate Greenwash," Journal of Business Ethics, Springer, vol. 118(4), pages 747-757, December.
    8. Baobao Song & Jing (Taylor) Wen, 2020. "Online corporate social responsibility communication strategies and stakeholder engagements: A comparison of controversial versus noncontroversial industries," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 881-896, March.
    9. Hussain Bux & Zhe Zhang & Naveed Ahmad, 2020. "Promoting sustainability through corporate social responsibility implementation in the manufacturing industry: An empirical analysis of barriers using the ISM‐MICMAC approach," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1729-1748, July.
    10. Siano, Alfonso & Vollero, Agostino & Conte, Francesca & Amabile, Sara, 2017. "“More than words”: Expanding the taxonomy of greenwashing after the Volkswagen scandal," Journal of Business Research, Elsevier, vol. 71(C), pages 27-37.
    11. Bebbington, Jan & Kirk, Elizabeth A. & Larrinaga, Carlos, 2012. "The production of normativity: A comparison of reporting regimes in Spain and the UK," Accounting, Organizations and Society, Elsevier, vol. 37(2), pages 78-94.
    12. Marco Bellucci & Giacomo Manetti, 2017. "Facebook as a tool for supporting dialogic accounting? Evidence from large philanthropic foundations in the United States," Accounting, Auditing & Accountability Journal, Emerald Group Publishing Limited, vol. 30(4), pages 874-905, May.
    13. United Nations UN, 2015. "Transforming our World: the 2030 Agenda for Sustainable Development," Working Papers id:7559, eSocialSciences.
    14. Yunhong Hao & Qamar Farooq & Yuan Sun, 2018. "Development of theoretical framework and measures for the role of social media in realizing corporate social responsibility through native and non‐native communication modes: Moderating effects of cro," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 704-711, July.
    15. Shuili Du & Edward Vieira, 2012. "Striving for Legitimacy Through Corporate Social Responsibility: Insights from Oil Companies," Journal of Business Ethics, Springer, vol. 110(4), pages 413-427, November.
    16. Ljiljana Rodić & David C. Wilson, 2017. "Resolving Governance Issues to Achieve Priority Sustainable Development Goals Related to Solid Waste Management in Developing Countries," Sustainability, MDPI, vol. 9(3), pages 1-18, March.
    17. Liang Ma, 2014. "Diffusion and Assimilation of Government Microblogging: Evidence from Chinese cities," Public Management Review, Taylor & Francis Journals, vol. 16(2), pages 274-295, February.
    18. Christina L. Anderson & Rebecca L. Bieniaszewska, 2005. "The role of corporate social responsibility in an oil company's expansion into new territories," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 12(1), pages 1-9, March.
    19. Davide Giacomini & Paola Zola & Diego Paredi & Mario Mazzoleni, 2020. "Environmental disclosure and stakeholder engagement via social media: State of the art and potential in public utilities," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1552-1564, July.
    20. Anne Elizabeth Fordham & Guy M. Robinson, 2018. "Mechanisms of change: Stakeholder Engagement in the Australian Resource Sector through CSR," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 674-689, July.
    21. Katharina Hetze, 2016. "Effects on the (CSR) Reputation: CSR Reporting Discussed in the Light of Signalling and Stakeholder Perception Theories," Corporate Reputation Review, Palgrave Macmillan, vol. 19(3), pages 281-296, October.
    22. Francisco J. García‐Rodríguez & José León García‐Rodríguez & Carlos Castilla‐Gutiérrez & Silvério A. Major, 2013. "Corporate Social Responsibility of Oil Companies in Developing Countries: From Altruism to Business Strategy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 20(6), pages 371-384, November.
    23. Mike Thelwall & Kevan Buckley & Georgios Paltoglou, 2011. "Sentiment in Twitter events," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 62(2), pages 406-418, February.
    24. Felix M. Edoho, 2008. "Oil transnational corporations: corporate social responsibility and environmental sustainability," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 15(4), pages 210-222, July.
    25. Mercer-Mapstone, Lucy & Rifkin, Will & Louis, Winnifred & Moffat, Kieren, 2019. "Power, participation, and exclusion through dialogue in the extractive industries: Who gets a seat at the table?," Resources Policy, Elsevier, vol. 61(C), pages 190-199.
    26. Uwafiokun Idemudia & Uwem E. Ite, 2006. "Corporate–community relations in Nigeria's oil industry: challenges and imperatives," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 13(4), pages 194-206, September.
    27. Héloïse Berkowitz & Marcelo Bucheli & Hervé Dumez, 2017. "Collectively Designing CSR Through Meta-Organizations: A Case Study of the Oil and Gas Industry," Post-Print hal-02937437, HAL.
    28. S. Prakash Sethi & Terrence F. Martell & Mert Demir, 2016. "Building Corporate Reputation Through Corporate Social Responsibility (CSR) Reports: The Case of Extractive Industries," Corporate Reputation Review, Palgrave Macmillan, vol. 19(3), pages 219-243, October.
    29. Muhammad Farrukh & Muhammad Sajid & Jason Wai Chow Lee & Imran Ahmed Shahzad, 2020. "The perception of corporate social responsibility and employee engagement: Examining the underlying mechanism," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 760-768, March.
    30. Parker, Lee D., 2012. "Qualitative management accounting research: Assessing deliverables and relevance," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 23(1), pages 54-70.
    31. Yoori Yang & Cynthia Stohl, 2020. "The (in)congruence of measures of corporate social responsibility performance and stakeholder measures of corporate social responsibility reputation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 969-981, March.
    32. Laura Sierra‐García & Ana Zorio‐Grima & María A. García‐Benau, 2015. "Stakeholder Engagement, Corporate Social Responsibility and Integrated Reporting: An Exploratory Study," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 22(5), pages 286-304, September.
    33. Prontera, Andrea, 2018. "The new politics of energy security and the rise of the catalytic state in southern Europe," Journal of Public Policy, Cambridge University Press, vol. 38(4), pages 511-551, December.
    34. Antonio Iazzi & Simone Pizzi & Lea Iaia & Mario Turco, 2020. "Communicating the stakeholder engagement process: A cross‐country analysis in the tourism sector," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1642-1652, July.
    35. Sidney J. Gray & Niclas Hellman & Mariya N. Ivanova, 2019. "Extractive Industries Reporting: A Review of Accounting Challenges and the Research Literature," Abacus, Accounting Foundation, University of Sydney, vol. 55(1), pages 42-91, March.
    36. Heloïse Berkowitz & Marcelo Bucheli & Hervé Dumez, 2017. "Collectively Designing CSR Through Meta-Organizations: A Case Study of the Oil and Gas Industry," Journal of Business Ethics, Springer, vol. 143(4), pages 753-769, July.
    37. 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.
    38. Unerman, Jeffrey & Bennett, Mark, 2004. "Increased stakeholder dialogue and the internet: towards greater corporate accountability or reinforcing capitalist hegemony?," Accounting, Organizations and Society, Elsevier, vol. 29(7), pages 685-707, October.
    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. Dmitry A. Ruban & Natalia N. Yashalova, 2022. "Corporate Web Positioning as a Strategic Communication Tool in Agriculture," Agriculture, MDPI, vol. 12(8), pages 1-16, July.
    2. Enrico Fontana & Prapassorn Siriwichai, 2022. "Understanding transgender persons' careers to advance sustainable development: The case of Trans for Career Thailand," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(6), pages 1573-1590, December.
    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. Rachel Esther Lim & Wei‐Na Lee, 2023. "Communicating corporate social responsibility: How fit, specificity, and cognitive fluency drive consumer skepticism and response," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(2), pages 955-967, March.

    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. 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.
    2. Neu, Dean & Saxton, Greg & Rahaman, Abu & Everett, Jeffery, 2019. "Twitter and social accountability: Reactions to the Panama Papers," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 61(C), pages 38-53.
    3. Francisco J. García‐Rodríguez & José León García‐Rodríguez & Carlos Castilla‐Gutiérrez & Silvério A. Major, 2013. "Corporate Social Responsibility of Oil Companies in Developing Countries: From Altruism to Business Strategy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 20(6), pages 371-384, November.
    4. 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).
    5. Goncharenko, Galina, 2023. "In the spotlight: Rethinking NGO accountability in the #MeToo era," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 92(C).
    6. Domenico Sardanelli & Francesca Conte & Agostino Vollero & Alfonso Siano, 2021. "CSR signals: exploring their use in controversial industries," Italian Journal of Marketing, Springer, vol. 2021(3), pages 249-266, September.
    7. Ibrahem Alshbili & Ahmed A. Elamer & Maha W. Moustafa, 2021. "Social and environmental reporting, sustainable development and institutional voids: Evidence from a developing country," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 881-895, March.
    8. Chaoyuan She & Giovanna Michelon, 2023. "A governance approach to stakeholder engagement in sustainable enterprises—Evidence from B Corps," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5487-5505, December.
    9. Simone Pizzi & Francesco Rosati & Andrea Venturelli, 2021. "The determinants of business contribution to the 2030 Agenda: Introducing the SDG Reporting Score," Business Strategy and the Environment, Wiley Blackwell, vol. 30(1), pages 404-421, January.
    10. She, Chaoyuan & Michelon, Giovanna, 2019. "Managing stakeholder perceptions: Organized hypocrisy in CSR disclosures on Facebook," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 61(C), pages 54-76.
    11. Bonetti, Lisa & Lai, Alessandro & Stacchezzini, Riccardo, 2023. "Stakeholder engagement in the public utility sector: Evidence from Italian ESG reports," Utilities Policy, Elsevier, vol. 84(C).
    12. Haoyuan Ding & Yichuan Hu & Xiyi Yang & Xiaoyu Zhou, 2022. "Board interlock and the diffusion of corporate social responsibility among Chinese listed firms," Asia Pacific Journal of Management, Springer, vol. 39(4), pages 1287-1320, December.
    13. Luigi Lepore & Loris Landriani & Sabrina Pisano & Gabriella D’Amore & Stefano Pozzoli, 2023. "Corporate governance in the digital age: the role of social media and board independence in CSR disclosure. Evidence from Italian listed companies," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 27(3), pages 749-785, September.
    14. Peter Dobers & Minna Halme, 2009. "Corporate social responsibility and developing countries," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 16(5), pages 237-249, September.
    15. 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.
    16. Eva Alexandra Jakob & Holger Steinmetz & Marius Claus Wehner & Christina Engelhardt & Rüdiger Kabst, 2022. "Like It or Not: When Corporate Social Responsibility Does Not Attract Potential Applicants," Journal of Business Ethics, Springer, vol. 178(1), pages 105-127, June.
    17. Ma, Jie & Tse, Ying Kei & Wang, Xiaojun & Zhang, Minhao, 2019. "Examining customer perception and behaviour through social media research – An empirical study of the United Airlines overbooking crisis," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 127(C), pages 192-205.
    18. Vivek Pandey & Natalia Vidal & Rajat Panwar & Lubna Nafees, 2019. "Characterization of Sustainability Leaders and Laggards in the Global Food Industry," Sustainability, MDPI, vol. 11(18), pages 1-14, September.
    19. Luis-Millán González & José Devís-Devís & Maite Pellicer-Chenoll & Miquel Pans & Alberto Pardo-Ibañez & Xavier García-Massó & Fernanda Peset & Fernanda Garzón-Farinós & Víctor Pérez-Samaniego, 2021. "The Impact of COVID-19 on Sport in Twitter: A Quantitative and Qualitative Content Analysis," IJERPH, MDPI, vol. 18(9), pages 1-20, April.
    20. Diana Maynard & Gerhard Gossen & Adam Funk & Marco Fisichella, 2014. "Should I Care about Your Opinion? Detection of Opinion Interestingness and Dynamics in Social Media," Future Internet, MDPI, vol. 6(3), pages 1-25, August.

    More about this item

    Statistics

    Access and download statistics

    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:wly:corsem:v:28:y:2021:i:2:p:849-859. 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: Wiley Content Delivery (email available below). General contact details of provider: https://doi.org/10.1002/(ISSN)1535-3966 .

    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.