Katarina Stanoevska
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Prof. Dr.
Last Name
Stanoevska
First name
Katarina
Email
katarina.stanoevska@unisg.ch
Phone
+41 71 224 2793
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Publication

CSR Communication Strategies for Twitter : Microblogging as a Tool for Public Relations

2011-05-28 , Etter, Michael , Plotkowiak, Thomas , Stanoevska-Slabeva, Katarina

This study explores how companies use the social media tool Twitter for CSR communication. By analyzing CSR communication conducted by 30 most central corporate Twitter accounts, identified through social network analysis within a CSR-Twitter-network consisting of 19'855 Twitter members, we contribute to the understanding of Twitter's role for CSR communication and public relations. Manually conducted content analysis of totally 41‘864 corporate Twitter messages gives insights into different strategies concerning intensity and interactivity of CSR communication. Based on theoretical foundations and empirical findings four CSR communication strategies for Twitter are identified.

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Publication

Social network based individualized agenda setting : An approach towards developing an social network based agenda setting

2011-09-09 , Plotkowiak, Thomas , Grubenmann, Stephanie , Stanoevska-Slabeva, Katarina

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Information Diffusion in Twitter Communities : Theory driven approach towards explaining topic based information diffusion

2011-09-14 , Plotkowiak, Thomas , Stanoevska-Slabeva, Katarina

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