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


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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
Uncontrolled Keywords: 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
Depositing User: Ninitha Koya
Date Deposited: 09 Dec 2020 22:27
Last Modified: 21 Jul 2023 09:07

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