Abstract
This chapter provides an initial conceptualization of virtual social corporate responsibility (CSR) dialog and a preliminary examination of global firms’ Twitter CSR communications. Combining Web 2.0 and customer engagement, virtual CSR dialog could be a powerful tool to establish participative and collaborative relationships between the firm and its clients. However, our analysis of 8 global firms’ Twitter CSR accounts reveals that the level of firm–customer interactions is extremely low, while the level of customer–customer interactions is relatively active.
The preparation of this manuscript has been supported by the Spanish Ministry of Science and Innovation—National Plan for Research, Development and Innovation (ECO2011-30105).
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Notes
- 1.
See also Chapter 11 of this Handbook: “The World Wide Web and the Social Media as Tools of CSR Communication” by Paul Capriotti.
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The preparation of this manuscript has been supported by the Spanish Ministry of Science and Innovation—National Plan for Research, Development and Innovation (ECO2011-30105).
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Okazaki, S., Menendez, H.D. (2017). Virtual Corporate Social Responsibility Dialog: Seeking a Gap Between Proposed Concepts and Actual Practices. In: Diehl, S., Karmasin, M., Mueller, B., Terlutter, R., Weder, F. (eds) Handbook of Integrated CSR Communication. CSR, Sustainability, Ethics & Governance. Springer, Cham. https://doi.org/10.1007/978-3-319-44700-1_13
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DOI: https://doi.org/10.1007/978-3-319-44700-1_13
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