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Use of social networks as a CSR communication tool

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  • Francisco-Javier Cortado
  • Ricardo Chalmeta

Abstract

The aim of this paper is to analyse the use of online social networks as a tool for Corporate Social Responsibility (CSR) communication and management. To this end, an analysis was performed of the messages posted by the 20 Spanish companies with the highest market capitalisation and the responses that they received on two of the most popular online social networks, Facebook and Twitter. The results of the analysis of these data show that the tendency has been to use social networks for the one-way communication of aspects of CSR related with the organisation. Therefore, it is necessary to change the way companies communicate their CSR issues by shifting to a two-way communication approach, as has been the case in other kinds of enterprise relations with their stakeholders.

Suggested Citation

  • Francisco-Javier Cortado & Ricardo Chalmeta, 2016. "Use of social networks as a CSR communication tool," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1187783-118, December.
    • Handle: RePEc:taf:oabmxx:v:3:y:2016:i:1:p:1187783
    DOI: 10.1080/23311975.2016.1187783
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    Cited by:

    1. repec:ers:journl:v:volumevi:y:2018:i:issue3:p:3-20 is not listed on IDEAS
    2. R.M. Mahboub, 2018. "The Impact of Social Media Usage on Performance of the Banking Sector in Middle East and North Africa Countries," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(3), pages 3-20.
    3. Kouassi Marius Honoré Aké & Olivier Boiral, 2023. "Sustainable development and stakeholder engagement in the agri‐food sector: Exploring the nexus between biodiversity conservation and information technology," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(1), pages 334-348, February.
    4. Libena Tetrevova & Jan Vavra & Simona Munzarova, 2021. "Communication of Socially-Responsible Activities by Higher Education Institutions," Sustainability, MDPI, vol. 13(2), pages 1-17, January.
    5. Rocco Mazza & Emma Zavarrone & Mirko Olivieri & Daniela Corsaro, 2022. "A text mining approach for CSR communication: an explorative analysis of energy firms on Twitter in the post-pandemic era," Italian Journal of Marketing, Springer, vol. 2022(3), pages 317-340, September.
    6. repec:ers:journl:v:vi:y:2018:i:3:p:3-20 is not listed on IDEAS
    7. Adriana Barbeito‐Caamaño & Ricardo Chalmeta, 2020. "Using big data to evaluate corporate social responsibility and sustainable development practices," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2831-2848, November.
    8. Maria del García-de los Salmones & Angel Herrero & Patricia Martínez, 2021. "Determinants of Electronic Word-of-Mouth on Social Networking Sites About Negative News on CSR," Journal of Business Ethics, Springer, vol. 171(3), pages 583-597, July.
    9. Ricardo Chalmeta & José-Eduardo Barqueros-Muñoz, 2021. "Using Big Data for Sustainability in Supply Chain Management," Sustainability, MDPI, vol. 13(13), pages 1-25, June.
    10. Fabio Caputo & Simone Pizzi, 2021. "Ethical Firms and Web Reporting: Empirical Evidence about the Voluntary Adoption of the Italian “Legality Rating”," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(1), pages 1-36, July.

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