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Engaging Stakeholders via Social Media Communication: The Telecommunications Sector's Role in Driving Sustainable Development and Inclusiveness

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  • Niftiyev, Ibrahim
  • Eyyubov, Bayram

Abstract

This paper examines the telecommunications sector in Azerbaijan through the case studies of Azercell, Bakcell, and Nar from the perspective of stakeholder theory and focuses on corporate social responsibility (CSR) communication. A thematic analysis (TA) of 6,200 official Facebook posts published between 2017 and 2025 was conducted, allowing for a systematic exploration of sustainability- and inclusiveness-related content. The analysis revealed notable differences between the companies. Azercell demonstrated a clear strategic lead in the area of gender equality, while its efforts in the area of environmental protection were comparable to Bakcell's, albeit characterized by greater strategic depth. In contrast, Nar showed relatively limited CSR communication in both the gender and environmental dimensions, suggesting less active engagement in these areas. However, all three companies showed strong leadership in promoting inclusiveness through education initiatives, training programs, and support in times of crisis such as the COVID-19 pandemic.

Suggested Citation

  • Niftiyev, Ibrahim & Eyyubov, Bayram, 2026. "Engaging Stakeholders via Social Media Communication: The Telecommunications Sector's Role in Driving Sustainable Development and Inclusiveness," EconStor Conference Papers 344300, ZBW - Leibniz Information Centre for Economics.
    • Handle: RePEc:zbw:esconf:344300
    DOI: 10.5281/zenodo.22938009
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