An Examination of the Corporate Social Responsibility Discourse in the Blogosphere
Type
conference paper
Date Issued
2008-04-24
Author(s)
Abstract
In this paper we utilize social network analysis to examine the interaction patterns between corporate blogs devoted to sustainability issues and the blogosphere, a clustered online network of collaborative actors. By analyzing the structural embeddedness of a prototypical blog in such a virtual community, we show the potentials of online platforms for engagement with an increasingly socially and ecologically aware customer base. It is furthermore demonstrated that consumer involvement via sustainability blogs is a valuable new practice for communications and brand management and opens new horizons for communicating corporate social responsibility issues to key constituencies online.
Language
English
Keywords
Corporate Social Responsibility
Social Networks Analysis
Web 2.0
HSG Classification
not classified
Refereed
Yes
Event Title
13th International Corporate and Marketing Communications Conference (CMC)
Event Location
Ljubljana
Event Date
24.-26.04.2008
Subject(s)
Division(s)
Eprints ID
43727