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Virtual Corporate Social Responsibility Dialog: Seeking a Gap Between Proposed Concepts and Actual Practices

In: Handbook of Integrated CSR Communication

Author

Listed:
  • Shintaro Okazaki

    (King’s College)

  • Hector D. Menendez

    (University College)

Abstract

This chapter provides an initial conceptualization of virtual social corporate responsibility (CSR) dialog and a preliminary examination of global firms’ Twitter CSR communications. Combining Web 2.0 and customer engagement, virtual CSR dialog could be a powerful tool to establish participative and collaborative relationships between the firm and its clients. However, our analysis of 8 global firms’ Twitter CSR accounts reveals that the level of firm–customer interactions is extremely low, while the level of customer–customer interactions is relatively active.

Suggested Citation

  • Shintaro Okazaki & Hector D. Menendez, 2017. "Virtual Corporate Social Responsibility Dialog: Seeking a Gap Between Proposed Concepts and Actual Practices," CSR, Sustainability, Ethics & Governance, in: Sandra Diehl & Matthias Karmasin & Barbara Mueller & Ralf Terlutter & Franzisca Weder (ed.), Handbook of Integrated CSR Communication, pages 225-234, Springer.
    • Handle: RePEc:spr:csrchp:978-3-319-44700-1_13
    DOI: 10.1007/978-3-319-44700-1_13
    as

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