Journal of Business Ethics 118 (4):759-775 (2013)
Abstract |
With the emergence of participative social media, the ways in which stakeholders may interact with companies are changing. Social media and Web 2.0 technologies change gatekeeping mechanisms and the distribution of information. In consequence, organizations must realize that they are structurally embedded in online networks of interconnected and equitable actors. In this paper, we analyze how this change in today’s information and communication technologies may affect Corporate Social Responsibility action. We utilize social network analysis to investigate the CSR blogs of three IT firms: Google, Hewlett-Packard, and Intel. The analysis reveals that their Internet-enabled social networks exhibit patterns of power law distribution and an uneven distribution of structural social capital among the actors involved, especially on the corporate side, which fails to fully engage with the network. We conclude by indicating the research implications of shifting social capital dynamics and by deriving implications for management and practice.
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Keywords | Online communication Social media Social network analysis Structural social capital |
Categories | (categorize this paper) |
ISBN(s) | |
DOI | 10.1007/s10551-013-1959-9 |
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References found in this work BETA
Assessing Social Capital: Small and Medium Sized Enterprises in Germany and the U.K. [REVIEW]Laura J. Spence, René Schmidpeter & André Habisch - 2003 - Journal of Business Ethics 47 (1):17 - 29.
Social Capital and Economic Development: Toward a Theoretical Synthesis and Policy Framework.Michael Woolcock - 1998 - Theory and Society 27 (2):151-208.
Corporate Social Responsibility in the Blogosphere.Christian Fieseler, Matthes Fleck & Miriam Meckel - 2010 - Journal of Business Ethics 91 (4):599-614.
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Citations of this work BETA
Do CSR Messages Resonate? Examining Public Reactions to Firms’ CSR Efforts on Social Media.Gregory D. Saxton, Lina Gomez, Zed Ngoh, Yi-Pin Lin & Sarah Dietrich - 2019 - Journal of Business Ethics 155 (2):359-377.
Speaking Truth to Power: Twitter Reactions to the Panama Papers.Dean Neu, Gregory Saxton, Jeffery Everett & Abu Rahaman Shiraz - 2020 - Journal of Business Ethics 162 (2):473-485.
Responding to Diffused Stakeholders on Social Media: Connective Power and Firm Reactions to CSR-Related Twitter Messages.Gregory D. Saxton, Charlotte Ren & Chao Guo - 2021 - Journal of Business Ethics 172 (2):229-252.
Exploring Corporations’ Dialogue About CSR in the Digital Era.Laura Illia, Stefania Romenti, Belén Rodríguez-Cánovas, Grazia Murtarelli & Craig E. Carroll - 2017 - Journal of Business Ethics 146 (1):39-58.
Explaining Viral CSR Message Propagation in Social Media: The Role of Normative Influences.Patrick Hartmann, Paula Fernández, Vanessa Apaolaza, Martin Eisend & Clare D’Souza - 2020 - Journal of Business Ethics 173 (2):365-385.
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