Corporate communication,sustainability, and social media: It's not easy (really) being green |
| |
| Institution: | 1. Edificio FES, Campus Miguel de Unamuno, 37007 Salamanca, Spain;2. Williams School of Commerce, Economics, & Politics, Washington and Lee University, Lexington, VA 2445, U.S.A.;1. Southern Illinois University Edwardsville, Edwardsville, IL 62026, U.S.A.;2. Arizona State University, Tempe, AZ 85287, U.S.A.;1. Florida State University, Dedman School of Hospitality, B4113 University Center, 288 Champions Way, Tallahassee, FL 32306, United States;2. Florida State University, Dedman School of Hospitality, B4114 University Center, 288 Champions Way, Tallahassee, FL 32306, United States;3. Michigan State University, The School of Hospitality Business, 645N Shaw Lane, Room 241, East Lansing, MI 48824, United States;1. Advance/CSG, ISEG & Centre of Applied Economics Studies of the Atlantic, School of Business and Economics, University of the Azores, Ponta Delgada, Portugal;2. Centre for Ecology, Evolution and Environmental Changes (Ce3C) & Azorean Biodiversity Group, Faculty of Sciences and Technology, University of the Azores, Ponta Delgada, Portugal;3. Punto 3, Ferrara, Italy;4. Centre of Applied Economics Studies of the Atlantic & Advance/CSG, ISEG, School of Business and Economics, University of the Azores, Ponta Delgada, Portugal |
| |
| Abstract: | This empirical research explores how 16 global corporations from four different industry sectors—retail, technology equipment, food/beverage/tobacco, and consumer goods—use social media platforms and corporate social responsibility (CSR) reports to communicate about sustainability. Facebook, Twitter, CEO letters from annual reports and CSR/sustainability reports, and other company documentation are examined to compare the content and scope of these firms’ corporate communication. The sample is divided into two subsamples (Green and Not Green firms) using Newsweek's Greenest Company 2012 rankings, and compared for differential use of social media and corporate reports. Results show that communication varies across firm and industry regarding types of sustainability initiatives reported, metrics employed, and communication media utilized, and that Green firms are more active than Not Green firms both in addressing sustainability and in general social media activity. Implications are discussed herein and recommendations are presented for companies seeking to better understand the effective use of social media and sustainability communication. |
| |
| Keywords: | Sustainability Social media Corporate communication Green rankings Corporate social responsibility |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
