Reasons for Low Levels of Interactivity: (Non-) Interactive CSR Communication in Twitter

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    Abstract

    The interactivity levels of online CSR communication are typically low. This study explores the reasons for the low levels of interactivity in the popular social media tool Twitter. An analysis of 41,864 Twitter messages (tweets) from the thirty most central corporate accounts in a CSR Twitter network is conducted. Comparisons (t-test) between CSR tweets and general tweets and between specialized CSR Twitter accounts and general accounts reveal that the low levels of interactivity are due to a reactive interaction approach and a lack of specialization.
    Original languageEnglish
    JournalPublic Relations Review
    Volume39
    Issue number5
    Pages (from-to)606-608
    Number of pages3
    ISSN0363-8111
    DOIs
    Publication statusPublished - Dec 2013

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