Pilgrim, K.; Bohnet-Joschko, S. Corporate Social Responsibility on Twitter: A Review of Topics and Digital Communication Strategies’ Success Factors. Sustainability2022, 14, 16769.
Pilgrim, K.; Bohnet-Joschko, S. Corporate Social Responsibility on Twitter: A Review of Topics and Digital Communication Strategies’ Success Factors. Sustainability 2022, 14, 16769.
Pilgrim, K.; Bohnet-Joschko, S. Corporate Social Responsibility on Twitter: A Review of Topics and Digital Communication Strategies’ Success Factors. Sustainability2022, 14, 16769.
Pilgrim, K.; Bohnet-Joschko, S. Corporate Social Responsibility on Twitter: A Review of Topics and Digital Communication Strategies’ Success Factors. Sustainability 2022, 14, 16769.
Abstract
Corporate social responsibility (CSR) has become increasingly important for companies in recent years. On the one hand, regulatory frameworks require the disclosure of measures for sustainable management. On the other hand, for long-term corporate success, stakeholders must be strategically engaged in the dialog on sustainability aspects. Social media, and Twitter in particular, offer the potential to foster a meaningful stakeholder dialogue on CSR topics. Due to Elon Musk's acquisition in the fall of 2022, this strategic disruption provides an opportunity to systematically capture the platform's past activities and strategies to synthesize practical information that can guide Twitter usage decision making and be used for research to serve as the basis for future comparative longitudinal studies of changes in usage. We conducted a literature review including 42 papers to contribute to the body of evidence on CSR communication strategies on Twitter across industries and countries by deriving interdisciplinary suggestions for strategic CSR-related stakeholder management. Results cover relevant CSR topics, prioritized stakeholder groups for CSR communication on Twitter and successful communication strategies for companies to obtain beneficial results, such as generating social media capital. The results contribute to the strategic planning and implementation of CSR stakeholder management on Twitter and offer starting points for future studies on social media mining and CSR communication strategies.
Keywords
Corporate Social Responsibility; Twitter; Stakeholder Management; Social Media Communication; Social Media; CSR; Communication Strategy
Subject
Social Sciences, Media studies
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
