Boosting performance by investing in Social Media and Corporate Social Responsibility: An empirical study of the CSR dimensions which impact a company’s social media online reputation

Abstract

In the current digital era, characterized by massive financial crisis and economic downturns throughout the world, firms have changed (or need to change) their ways of making profit and value. Value creation relies now on the intelligent and efficient creation of intangible assets like, for example, culture, skills, innovation and brands. Among these crucial assets, the intangible of reputation has been acquiring incredible relevance, considering the new global scenario formed of digital entities, social media and “productive publics” - a new category of stakeholders who is more and more affecting the corporate world. Based on this perspective, we propose a revaluation of the intangible of reputation, understood under the lenses of the digital and social world, and we relate it to corporate financial performance and corporate social responsibility.