Mapping networks in corporate social responsibility communication on social media: A new approach to exploring the influence of communication tactics on public responses
Document Type
Article
Publication Date
3-1-2022
Abstract
Grounded in the networked stakeholder management theory and two-way communication, this study provides a snapshot of networks between companies and publics on Twitter in the context of corporate social responsibility (CSR) communication. Results showed that CSR communication activities (i.e., informing, retweeting, and mentioning) empowered a corporation through centralizing its network position and gaining public support (i.e., emotional, influencer, and knowledge support). In addition, degree centrality mediated the relationship between corporate retweets and stakeholder support and between corporate response and stakeholder support.
Publication Source (Journal or Book title)
Public Relations Review
Recommended Citation
Jiang, Y., & Park, H. (2022). Mapping networks in corporate social responsibility communication on social media: A new approach to exploring the influence of communication tactics on public responses. Public Relations Review, 48 (1) https://doi.org/10.1016/j.pubrev.2021.102143