CSR online communication strategies: an empirical research in the Italian context  

Oleh:

Siano, Alfonso ; Cosimato, Silvia ; Tuccillo, Carmela ; Conte, Francesca

Jenis: Article from Proceeding
Dalam koleksi: The 2nd International CSR Communication Conference Aarhus, 18-20 September 2013), page 1-14.
Topik: Social Media; Social Media CSR Communication; Sustainability; Stakeholder Engagement
Fulltext: CSR online communication strategies an empirical research in the Italian context.pdf (161.35KB)

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Purpose The purpose of this research paper is to analyse the Italian approach to CSR online communication strategies. The present paper investigates the more effective corporate communication strategies in diminishing of the traditional Stakeholders scepticism around CSR communication. Design/methodology/approach The study adopts an empirical method. A content analysis was carried out to study CSR online communication in some Italian companies through the recognition of core CSR themes published on the most common social networks (i.e. Twitter). The sample consists of the 30 companies analysed in “Lundquist social media awards 2011, Italy”. Findings Empirical findings show that Social Media Communication allows the redefining of Stakeholder role in line with a growing emphasis on participation, interaction and co- creation. Finally, the analysis indicates that contents published on Twitter are rarely oriented to sustainable issues, because corporate approach to social media communication is much more oriented to main competitors emulation, than to a strategic vision or a real interest to achieve a better CSR communication. Research limitations/ implication As this paper shows, “Stakeholder engagement” can be an interesting way to increase their awareness of and diminish the scepticism about CSR activities. A limitation to the present study is the absence of a qualitative analysis to better understand the real companies and user perception of CSR online communication. Originality/value This paper shows an original evaluation of what CSR initiatives are being communicated on main Italian companies’ Twitter corporate pages using a quantitative content analysis. In fact, there have been few researches on CSR online communication that use content analysis to examine how Italian companies communicate their CSR initiatives on social media. Consequently, this study could be considered a first step in a stream of research on different aspects of CSR online communication.

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