Journal ArticleDOI
Do CSR Messages Resonate? Examining Public Reactions to Firms’ CSR Efforts on Social Media
Reads0
Chats0
TLDR
In this paper, the authors posit that a key goal of firms' corporate social responsibility efforts is to influence reputation through carefully crafted communicative practices, and they posit that only some messages will be effective and achieve broad public resonance.Abstract:
We posit a key goal of firms’ corporate social responsibility (CSR) efforts is to influence reputation through carefully crafted communicative practices. This trend has accelerated with the rise of social media such as Twitter and Facebook, which are essentially public message networks that organizations are leveraging to engage with concerned audiences. Given the large number of messages sent on these sites, only some will be effective and achieve broad public resonance. Building on signaling theory, this paper asks whether and how messages conveying CSR-related topics resonate with the public and, if so, which CSR topics and signal qualities are most effective. We test our hypotheses using data on public reactions to Fortune 500 companies’ CSR-focused Twitter feeds, using the retweeting (sharing) of firms’ messages as a proxy for public resonance. We find resonance is positively associated with messages that convey CSR topics such as the environment or education, those that make the topic explicit through use of hashtags, and those that tap into existing social movement discussions.read more
Citations
More filters
Journal ArticleDOI
U.S. Fortune 500’s stakeholders engagement during the COVID-19 pandemic: Evidence for proactive approaches
TL;DR: In this article , the authors examined how U.S. Fortune 500 companies discussed their COVID-19 pandemic CSR actions on Facebook over 15 months and how the public responded to such messages.
References
More filters
Journal ArticleDOI
The measurement of observer agreement for categorical data
J. R. Landis,Gary G. Koch +1 more
TL;DR: A general statistical methodology for the analysis of multivariate categorical data arising from observer reliability studies is presented and tests for interobserver bias are presented in terms of first-order marginal homogeneity and measures of interob server agreement are developed as generalized kappa-type statistics.
Book
Content analysis: an introduction to its methodology
TL;DR: History Conceptual Foundations Uses and Kinds of Inference The Logic of Content Analysis Designs Unitizing Sampling Recording Data Languages Constructs for Inference Analytical Techniques The Use of Computers Reliability Validity A Practical Guide
Journal ArticleDOI
Job Market Signaling
TL;DR: In this paper, the authors present a model in which signaling is implicitly defined and explains its usefulness, in which the employer is not sure of the productive capabilities of an individual at the time he/she hires him.
Journal ArticleDOI
Framing Processes and Social Movements: An Overview and Assessment
Robert D. Benford,David A. Snow +1 more
TL;DR: The recent proliferation of research on collective action frames and framing processes in relation to social movements indicates that framing processes have come to be regarded, alongside resource mobilization and political opportunity processes, as a central dynamic in understanding the character and course of social movements.
Journal ArticleDOI
Signaling Theory: A Review and Assessment
TL;DR: Signaling theory is useful for describing behavior when two parties (individuals or organizations) have access to different information as mentioned in this paper, and it holds a prominent position in a variety of management literatures, including strategic management, entrepreneurship, and human resource management.
Related Papers (5)
Corporate social responsibility communication: stakeholder information, response and involvement strategies
Mette Morsing,Majken Schultz +1 more