Journal of Business Ethics 155 (2):359-377 (2019)

We posit a key goal of firms’ corporate social responsibility efforts is to influence reputation through carefully crafted communicative practices. This trend has accelerated with the rise of social media such as Twitter and Facebook, which are essentially public message networks that organizations are leveraging to engage with concerned audiences. Given the large number of messages sent on these sites, only some will be effective and achieve broad public resonance. Building on signaling theory, this paper asks whether and how messages conveying CSR-related topics resonate with the public and, if so, which CSR topics and signal qualities are most effective. We test our hypotheses using data on public reactions to Fortune 500 companies’ CSR-focused Twitter feeds, using the retweeting of firms’ messages as a proxy for public resonance. We find resonance is positively associated with messages that convey CSR topics such as the environment or education, those that make the topic explicit through use of hashtags, and those that tap into existing social movement discussions.
Keywords No keywords specified (fix it)
Categories (categorize this paper)
DOI 10.1007/s10551-017-3464-z
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

PhilArchive copy

Upload a copy of this paper     Check publisher's policy     Papers currently archived: 68,944
External links

Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library

References found in this work BETA

View all 12 references / Add more references

Citations of this work BETA

View all 6 citations / Add more citations

Similar books and articles

Public Response to Media Coverage of Animal Cruelty.Catherine M. Tiplady, Deborah-Anne B. Walsh & Clive J. C. Phillips - 2013 - Journal of Agricultural and Environmental Ethics 26 (4):869-885.
Blogger Engagement Ethics: Dialogic Civility in a Digital Era.Jeremy Langett - 2013 - Journal of Mass Media Ethics 28 (2):79-90.
Beyond Cues and Political Elites: The Forgotten Zaller.Jeffrey Friedman - 2012 - Critical Review: A Journal of Politics and Society 24 (4):417-461.


Added to PP index

Total views
11 ( #848,479 of 2,498,154 )

Recent downloads (6 months)
2 ( #282,957 of 2,498,154 )

How can I increase my downloads?


My notes