CSR communication through employees as spokespeople on social media

Hamza Koya, Ninitha and Roper, Juliet (2020) CSR communication through employees as spokespeople on social media. Journal of Public Relations Research . ISSN 1532-754X (Submitted)

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Official URL: https://www.tandfonline.com/toc/hprr20/current

Abstract or Summary

Social media has transformed the CSR communication arena in terms of a shift of information control from corporations to stakeholders. As legitimacy is created through the positive judgements of stakeholders, corporations must plan how to meet increasing stakeholder demands for information, and this includes choosing appropriate spokespeople. Corporations in India now use their employees as CSR spokespeople on social media because stakeholders perceive them to be trustworthy. This article examines the shift from the traditional single to multiple spokesperson approach on social media, in response to growing issues of legitimacy and demands for CSR communication raised by stakeholders.

Item Type:Journal article
Keywords that describe the item:CSR communication; social media; employee spokespeople; stakeholder engagement.
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:7644
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Deposited On:09 Dec 2020 22:18
Last Modified:09 Dec 2020 22:18

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