Corporate social responsibility and its communication on Twitter: analysis of the discourse and feelings generated in society
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Published
19-01-2023
Tatiana Cuervo-Carabel
Sergio Arce-García
Natalia Orviz-Martínez
https://orcid.org/0000-0002-9548-6212
Sergio Arce-García
Natalia Orviz-Martínez
Abstract
The purpose of this work is to analyze on a global level, without focusing on any specific company or sector, the use that is being made of the social media Twitter to address the communication processes of CSR in companies. To do this, data was captured through programming in R and using an Application Program Interface (API) in Twitter. The data were analyzed using text mining techniques and graphical network analysis with the help of R and Gephi software, respectively. The results show that there are no notable groups or movements in the corporate sphere as generators of CSR content. The importance of the social perspective of CSR in communication processes should be emphasized. Finally, CSR generates positive feelings and emotions such as trust in society. It is concluded that there is no efficient use by companies of Twitter as a CSR communication tool, they are not taking into account the interests of their stakeholders, nor are they generating the dialogue and interaction necessary for communication to be effective. The main limitation is associated with the time period in which the sample was taken, which coincides with a period of strong social concern about the pandemic. It would be interesting for future research to analyze how the discourse changes over time, and to what extent an extraordinary social situation, such as the pandemic, is reflected in CSR communication.
How to Cite
Cuervo-Carabel, T., Arce-García, S., & Orviz-Martínez, N. (2023). Corporate social responsibility and its communication on Twitter: analysis of the discourse and feelings generated in society. Cuadernos De Gestión, 23(1), 63–73. https://doi.org/10.5295/cdg.211639tc
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Keywords
CSR, Twitter, Communication, Corporate, Social, Responsibility
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Bajo, A., & Villagra, N. (2007). Evolución conceptual y práctica de una gestión responsable. Madrid: Universidad Pontificia Comillas.
Bahta, D., Yun, J., Islam, M. R., & Ashfaq, M. (2021). Corporate social responsibility, innovation capability and firm performance: evidence from SME. Social Responsibility Journal, 17(6), 840-860. https://doi.org/10.1108/SRJ-12-2019-0401
Barauskaite, G., & Streimikiene, D. (2020). Corporate social responsibility and financial performance of companies: The puzzle of concepts, definitions and assessment methods. Corporate Social Responsibility and Environmental Management, 28(1), 278-287. https://doi.org/10.1002/csr.2048
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Bharadwaj, S., & Yameen, M. (2021). Analyzing the mediating effect of organizational identification on the relationship between CSR employer branding and employee retention. Management Research Review, 44(5), 718-737. https://doi.org/10.1108/MRR-05-2020-0298
Bhattacharya, A., Good, V., Sardashti, H., & Peloza, J. (2020). Beyond Warm Glow: The Risk-Mitigating Effect of Corporate Social Responsibility (CSR). Journal of Business Ethics, 171, 317–336. https://doi.org/10.1007/s10551-020-04445-0
Blondel, V., Guillaume, J., Lambiotte, R., & Lefebvre E. (2008). Fast unfolding of communities in large networks. Journal of Statistical Mechanics: Theory and Experiment, 10, 1-12. https://doi.org/10.1088/1742-5468/2008/10/P10008
Bonsón, E. (2011). Responsabilidad social corporativa y redes sociales de comunicación: RSC2. AECA: Revista de la Asociación Española de Contabilidad y Administración de Empresas, 93, 12-13.
Castelló-Martínez, A. (2010). La sensibilización medioambiental en redes sociales online. Fisec-Estrategias, 13, 23-46.
Castelló, A., & Ros, V. (2012). CRS Communication through online Social Media. Revista Latina de Comunicación Social, 67, 47-67. https://doi.org/10.4185/RLCS-067-947-047-067
Castelló, I., Etter, M., & Årup Nielsen, F. (2016). Strategies of legitimacy through social media: The networked strategy. Journal of Management Studies, 53, 402-432. https://doi.org/10.1111/joms.12145
Chae, B. K., & Park, E. O. (2018). Corporate social responsibility (CSR): A survey of topics and trends using Twitter data and topic modeling. Sustainability, 10(7), 2231. https://doi.org/10.3390/su10072231
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