Corporate Social Responsibility
in the Blogosphere |
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Authors: | Christian Fieseler Matthes Fleck Miriam Meckel |
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Institution: | (1) Faculty of Psychology, University G. d’Annunzio of Chieti – Pescara, via dei Vestini, 31, Chieti, Italy |
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Abstract: | This paper uses social network analysis to examine the interaction between corporate blogs devoted to sustainability issues
and the blogosphere, a clustered online network of collaborative actors. By analyzing the structural embeddedness of a prototypical
blog in a virtual community, we show the potential of online platforms to document corporate social responsibility (CSR) activities
and to engage with an increasingly socially and ecologically aware stakeholder base. The results of this study show that stakeholder
involvement via sustainability blogs is a valuable new practice for CSR communications and stakeholder engagement. It also
opens new horizons for communicating CSR issues to key constituencies online. |
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Keywords: | |
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