Stakeholder engagement in social networks as a form of corporate social responsibility

Sociology

Authors

  • Konstantin A. Petoukhov Perm State University, 15, Bukirev st., Perm, 614990, Russia

Keywords:

stakeholders, social networks, Internet-marketing, corporate social responsibility

Abstract

In paper it is analyzed the presence of large Russian companies in social networks. Special attention is paid to methodological problems of measurement the activity in social networks. Study of content allowed us to clarify the main themes and features of companies-to-stakeholders` relationship in Vk, Facebook and Twitter. In addition, we draw some conclusions about character of one of actively used forms of corporate social responsibility: communication of companies` staff with stakeholders.

Author Biography

Konstantin A. Petoukhov , Perm State University, 15, Bukirev st., Perm, 614990, Russia

D. in Political Science, Associate Professor in the Department of Sociology and Political Science

References

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Eberle D., Berens G., Li T. The impact of interactive corporate social responsibility communication on corporate reputation // Journal of Business Ethics. 2013. Vol. 118, № 4. P. 731–746.

[European Commission. Green Paper: Promoting a European Framework for Corporate Social Responsibility]. Available at: http://europa.eu.int/comm/ index es.htm (accessed: 08.04.2014).

Fieseler C., Fleck M., Meckel M. Corporate social responsibility in the blogosphere // Journal of Business Ethics. 2010. Vol. 91. P. 599–614.

[Global Reporting Initiative. Sustainability Reporting Guidelines]. Available at: http://www.globalreporting.org/guidelines/2002/gri2002guidelines.pdf (accessed: 08.04.2014).

Heinze N., Hu Q. The evolution of corporate web presence: A longitudinal study of large American companies // International Journal of Information Management. 2006. № 26. P. 313–325.

Ingenhoff D. Assessing corporate citizenship communication among 30 German Stock Index companies // Schmidig M. Proceeding of the 56th Annual Conference of the International Communication Association (June 19th–23rd, Dresden, Germany). 2006.

Jones S.L. Evolution of corporages // Journal of Business Communication. 2007. № 44. P. 236–257.

Lee K., Oh Won-Yong, Kim N. Social media for socially responsible firms: analysis of fortune 500’s twitter profiles and their CSR/CSIR ratings // Journal of Business Ethics. 2013. Vol. 118, № 4. P. 791–806.

Lyon T.P., Montgomery A.W. Tweetjacked: the impact of social media on corporate greenwash // Journal of Business Ethics. 2013. Vol. 118, № 4. P. 747–757.

[United Nations. Global Compact]. Available at: http://www.unglobalcompact.org (accessed: 08.04.2014).

Published

2014-06-30

Issue

Вестник 2014 Выпуск 2 (18)

Section

Статьи

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