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On Relational Capital in Social Media
Journal
Studies in Communication Sciences
ISSN
1424-4896
ISSN-Digital
1424-4896
Type
journal article
Date Issued
2010
Author(s)
Etter, Michael
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.
Language
English
Keywords
CSR
Web 2.0
online communication
social capital
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Swiss Association of Communication and Media Research
Publisher place
Lugano
Volume
10
Number
2
Start page
167
End page
190
Pages
24
Subject(s)
Division(s)
Eprints ID
71524