This study explores how companies use the social media tool Twitter for CSR communication in order to establish good public relations. By analyzing CSR communication conducted by 30 most central corporate Twitter accounts, identified through social network analysis within a CSR‐Twitter‐network consisting of 19,855 Twitter members, we contribute to the understanding of Twitter’s role for CSR communication and public relations. Manually conducted content analysis of totally 41,864 corporate Twitter messages gives insights into different strategies concerning intensity and interactivity of CSR communication. Based on theoretical foundations and empirical findings four CSR communication strategies for Twitter are developed.
|Number of pages||42|
|Publication status||Published - 2011|
|Event||The 61st Annual International Communication Association Conference. ICA 2011 - Boston, United States|
Duration: 26 May 2011 → 30 May 2011
Conference number: 61
|Conference||The 61st Annual International Communication Association Conference. ICA 2011|
|Period||26/05/2011 → 30/05/2011|