Employees on social media: A multi-spokespeople model of CSR communication

Hamza Koya, Ninitha and Roper, Juliet (2020) Employees on social media: A multi-spokespeople model of CSR communication. ICA 2020 - 70th Annual ICA Conference, Originally set for Queensland, Australia - later shifted to a virtual conference., 20-27 May 2020. (Unpublished)

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Abstract or Summary

Increasing societal and stakeholder expectations, along with easy access to information through social media, means corporations are asked for more information. The traditional approach to CSR communication, with corporations controlling what and how much to share with stakeholders has been restructured by social media, with stakeholders taking control. As legitimacy on social media is created through the positive and negative judgements of stakeholders, corporations must plan how to meet stakeholder demands for information effectively and legitimately, and this includes choosing appropriate spokespeople. Corporations in India have now turned towards their employees as CSR spokespeople. By encouraging employee activity on social media, these corporations are attempting to meet stakeholder demands and generate legitimacy through spokespeople whom stakeholders perceive as equals. This article examines that strategy and discusses its viability of using employees as spokespeople for CSR communication and engagement with stakeholders

Item Type:Paper presented at a conference, workshop, or other event which was not published in the proceedings
Keywords that describe the item:Social Media, Corporate Social Responsibility, Communication, Corporate Communication, Sustainability, CSR Communication, Legitimacy, Spokespeople, Stakeholders
Subjects:P Language and Literature > P Philology. Linguistics > P 87-96 Communication. Mass media
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:7623
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Deposited On:09 Dec 2020 22:27
Last Modified:09 Dec 2020 22:27

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