Use of social networks as a CSR communication tool
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Título
Use of social networks as a CSR communication toolFecha de publicación
2016-05-30Editor
Cogent OAISSN
2331-1975Cita bibliográfica
CORTADO, Francisco-Javier; CHALMETA, Ricardo. Use of social networks as a CSR communication tool. Cogent Business & Management, 2016, vol. 3, no 1, p. 1187783Tipo de documento
info:eu-repo/semantics/articleVersión de la editorial
http://www.tandfonline.com/doi/abs/10.1080/23311975.2016.1187783Versión
info:eu-repo/semantics/publishedVersionPalabras clave / Materias
Resumen
The aim of this paper is to analyse the use of online social networks as a tool
for Corporate Social Responsibility (CSR) communication and management. To this
end, an analysis was performed of the messages posted ... [+]
The aim of this paper is to analyse the use of online social networks as a tool
for Corporate Social Responsibility (CSR) communication and management. To this
end, an analysis was performed of the messages posted by the 20 Spanish companies
with the highest market capitalisation and the responses that they received on two
of the most popular online social networks, Facebook and Twitter. The results of the
analysis of these data show that the tendency has been to use social networks for the
one-way communication of aspects of CSR related with the organisation. Therefore, it
is necessary to change the way companies communicate their CSR issues by shifting
to a two-way communication approach, as has been the case in other kinds of enterprise
relations with their stakeholders. [-]
Publicado en
Cogent Business & Management, 2016, vol. 3, no 1Derechos de acceso
http://rightsstatements.org/vocab/InC/1.0/
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess
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