Strategic CSR Communication in Social Media (2017)

Although communicating CSR efforts is as important as CSR implementation, many companies face difficulty with how to intelligently communicate their CSR efforts to stakeholders, especially through social media. This study examined the effectiveness of three social media communication strategies (stakeholder information, response, and involvement
strategies) at enhancing company identification, attitudes toward a company, supportive communication intent, and purchase intent, while factoring in corporate reputation. A randomized 3 x 2 online experiment with real stakeholder samples was conducted. The findings showed that a company’s reputation is a crucial factor in determining how stakeholders react to CSR communications on social media, indicating that the choice of communication strategies
should be based on corporate reputation.