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On Relational Capital in Social Media

abstract Stakeholder relationships become increasingly important as new communication technologies en-able interest groups to communicate their demands, organize themselves and voice their concerns with ease. In this changing stakeholder environment, the creation and maintenance of relational social capital relies not only on communication in classical media alone but also on the various online channels summarized by the term “social media.” Utilizing a literature study and expert interviews, this article explores how organizations engage in creating and maintaining relational social capital by communicating their corporate social responsibility efforts through social media channels.
   
type journal paper
   
keywords CSR, Web 2.0, online communication, social capital
   
language English
kind of paper journal article
date of appearance 2010
journal Studies in Communication Sciences
publisher Swiss Association of Communication and Media Research (Lugano)
ISSN 1424-4896
ISSN (online) 1424-4896
volume of journal 10
number of issue 2
page(s) 167-190
review double-blind review
   
citation Etter, M., & Fieseler, C. (2010). On Relational Capital in Social Media. Studies in Communication Sciences, 10(2), 167-190.