benchmarking impact of online csr conversations on corporate reputation
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Benchmarking Impact of Online CSR Conversations on Corporate
Reputation
Nikkie Vinke - Tilburg University
In the age of social media, stakeholders are in charge
Overview
Introduction
Method
Results
Conclusion & discussion
Overview
Introduction
Method
Results
Conclusion & discussion
Introduction • Corporate Social Responsibility (CSR) contributes to a
strong corporate reputation, which offers a company many benefits (Fombrun, 1996; Fombrun & Shanley, 1990).
• Social media offers businesses new opportunities to communicate with stakeholders.
• Research on CSR communication through social media is scarce, but growing.
• Current study explores characteristics and possibilities of employing social media as a platform to communicate about CSR and its impact on corporate reputation.
Overview
Introduction
Method
Results
Conclusion & discussion
Method (1)
• Research case: European telecom. Company A (Ireland), Company B (Netherlands), Company C (Belgium)
• All companies have established CSR-strategies. • Actively using social media to communicate
with stakeholders.
Method (2)
• Study 1: Content analysis Coding of messages posted by the companies on
Twitter and Facebook. Categorized by topic of content.
• Study 2: Online survey Questionnaire examining: user motivations (Muntinga et al., 2011) appreciation of social media activities (results Study 1) corporate reputation (Walsh et al., 2009)
Overview
Introduction
Method
Results
Conclusion & discussion
Results Study 1: Content Analysis Topic A
Facebook A
Twitter B
Facebook B
Twitter C
Facebook C
Products and services
6.8% 5.7% 10.3% 10.4% 24.5% 35.4%
Entertainment
16.7% 3.9% 44.4% 44.0% 12.0% 2.0%
Promotions and competitions
41.7% 22.7% 33.3% 24.6% 22.4% 5.2%
Internet safety
1.0% 0.1% 0.0% 1.1% 0.3% 0.9%
CSR
2.6% 0.3% 2.6% 4.1% 11.3% 3.5%
Network disturbances
0.0% 0.0% 0.0% 0.0% 5.5% 16.1%
Results Study 1: Content Analysis Topic A
Facebook A
Twitter B
Facebook B
Twitter C
Facebook C
Products and services
6.8% 5.7% 10.3% 10.4% 24.5% 35.4%
Entertainment
16.7% 3.9% 44.4% 44.0% 12.0% 2.0%
Promotions and competitions
41.7% 22.7% 33.3% 24.6% 22.4% 5.2%
Internet safety
1.0% 0.1% 0.0% 1.1% 0.3% 0.9%
CSR
2.6% 0.3% 2.6% 4.1% 11.3% 3.5%
Network disturbances
0.0% 0.0% 0.0% 0.0% 5.5% 16.1%
Results Study 1: Content Analysis Topic A
Facebook A
Twitter B
Facebook B
Twitter C
Facebook C
Products and services
6.8% 5.7% 10.3% 10.4% 24.5% 35.4%
Entertainment
16.7% 3.9% 44.4% 44.0% 12.0% 2.0%
Promotions and competitions
41.7% 22.7% 33.3% 24.6% 22.4% 5.2%
Internet safety
1.0% 0.1% 0.0% 1.1% 0.3% 0.9%
CSR
2.6% 0.3% 2.6% 4.1% 11.3% 3.5%
Network disturbances
0.0% 0.0% 0.0% 0.0% 5.5% 16.1%
Results Study 2: Online Survey (1)
1
2
3
4
5
User Motivations
Twitter (n = 186)
Facebook (n = 164)
Twitter+Facebook (n = 105)
Results Study 2: Online Survey (2)
Twitter Facebook
1. Customer service (2.15)* 1. Products and services (3.33)
2. Network disturbances (2.73)* 2. Competitions (3.78)*
3. Products & services (3.45) 3. Customer service (4.07)*
4. Competitions (4.62)* 4. Network disturbances (4.26)*
5. Polls & questions (5.40) 5. Entertainment (4.84)*
6. Entertainment (5.86)* 6. Polls & questions (5.32)
7. Internet safety (6.44)** 7. Internet safety (5.84)**
8. Vacancies (7.15) 8. CSR (6.75)**
9. CSR (7.22)** 9. Vacancies (6.82) * p < .001 **p < .05
Results Study 2: Online Survey (3)
2
3
4
Corporate Reputation
Twitter + Facebook
None
Overview
Introduction
Method
Results
Conclusion & discussion
Conclusion
• Study showed that social media users have clear preferences for content for each medium.
• Regarding specific social networks, Facebook appears to be more appropriate for CSR communication than Twitter.
• Use of Facebook also shows to have more positive influence on respondent’s perception of the company (corporate reputation)
Discussion
• Higher levels of activeness in brand-related social network interaction (Muntinga et al., 2011) do not necessarily lead to more positive brand evaluation. Information and entertainment motivations show highest correlation factors with reputation scores.
• Companies should investigate and determine which channels are suitable for which messages.
Questions?
Literature • Fombrun, C. (1996). Reputation: Realising value from the
corporate image. Boston, MA: Harvard Business Press Books.
• Fombrun, C. & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. The Academy of Management Journal, 33(2), 233-258
• Muntinga, D.G., Moorman, M., & Smit, E.G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 30-46.
• Walsh, G., Beatty, S.E. & Shiu, E.M.K. (2009). The customer-based corporate reputation scale: Replication and short form. Journal of Business Research, 62, 924-930.
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