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  4. The Impact of Social Media on Stakeholder Engagement
 
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The Impact of Social Media on Stakeholder Engagement

Type
conference paper
Date Issued
2013-06-14
Author(s)
Hoffmann, Christian Pieter
Lutz, Christoph
Abstract
Online tools such as social media provide new opportunities for citizens and stakeholder groups to be informed, identify common interests, express and share opinions and demands, organize, and coordinate interventions. Therefore, the Internet could be expected to be a powerful tool for corporations' stakeholder engagement efforts. In order to provide an overview of current findings on the impact of new digital media on stakeholder engagement, we conduct a systematic literature review. Our analysis reveals five topical categories of inquiry, which we term political/civic, business, cultural, health, and education participation. We analyze studies from the field of business participation and find a strong bias towards consumer engagement and marketing issues. Only few studies are found to critically explore the effect of online media on power and value distribution between corporations and stakeholders. We then turn to the more established field of political and civic participation in order to further analyze antecedents, forms and outcomes of online participation. Finally, we derive propositions for future research into online stakeholder engagement.
Language
English
Keywords
Social Media
Stakeholder Engagement
Participation
Literature Review
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
Governance Through Communication: Stakeholder Engagement, Dialogue, and Corporate Social Responsibility
Publisher
ICA International Communication Association
Publisher place
Washington
Start page
26
Event Title
2013 Annual ICA Preconference
Event Location
Edinburgh
URL
https://www.alexandria.unisg.ch/handle/20.500.14171/89124
Subject(s)
  • business studies

Division(s)
  • MCM -Institute for Me...

Eprints ID
223963
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