Exploring digital corporate social responsibility communications on Twitter

Article


Okazaki, S., Plangger, K., West, D. and Menéndez, H. 2020. Exploring digital corporate social responsibility communications on Twitter. Journal of Business Research. 117, pp. 675-682. https://doi.org/10.1016/j.jbusres.2019.09.006
TypeArticle
TitleExploring digital corporate social responsibility communications on Twitter
AuthorsOkazaki, S., Plangger, K., West, D. and Menéndez, H.
Abstract

Many brands utilize social media to communicate with consumers, but are they taking advantage of these media’s potential for co-creation? We explore this in the corporate social responsibility (CSR) context where online CSR dialogs form as brands interact with consumers using social media. Study 1 examines eight brands’ CSR communication on Twitter and suggests these dialogs are present, but are rarely part of the process with most interactions between their consumers. Study 2 assesses the brands’ CSR relevant tweets’ content and finds that most are not relevant to CSR and, moreover, are predominantly one-way. Therefore, both studies reveal that brands are not tapping into the potential for co-creation that is inherent in social media. Thus, we recommend that social media messages should be engaging to the minimum extent that they include (a) mentions of individual consumers, (b) audience specific and relevant message content, and (c) opportunities for consumers to co-create value with the relevant brands.

PublisherElsevier
JournalJournal of Business Research
ISSN0148-2963
Publication dates
Online16 Sep 2019
Print01 Sep 2020
Publication process dates
Deposited19 Oct 2020
Accepted03 Sep 2019
Output statusPublished
Accepted author manuscript
License
Copyright Statement

© 2020. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.

Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2019.09.006
LanguageEnglish
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