Corporate Social Responsibility in Online Social Networks: An Empirical Analysis of Corporate Communication for Brands on the German Market

Christian Horn, Alexander Brem, S. Wölfl, B. S. Ivens, D. Hein

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingKonferencebidrag i proceedingsForskningpeer review

Resumé

Considering growing public awareness of social, ethical and ecological responsibility, companies have constantly been increasing their efforts in CSR communications. Social Media as tools of brand communication receive increasing attention and it is expected that the marketing sector will experience changes through this phenomenon in the future. This empirical study investigates the types of content that is communicated for different brands and industries in leading Social Media portals on the German market in 2011. It turns out that this kind of CSR communication differs in terms of portals used, as well as in contents. Also, remarkable differences between industries can be observed.
OriginalsprogEngelsk
TitelProceeding of the 2nd International Conference on Contemporary Marketing Issues (ICCMI 2014)
ForlagAlexander Technological Educational Institute of Thessaloniki
Publikationsdato2014
StatusUdgivet - 2014
Begivenhed2nd International Conference on Contemporary Marketing Issues - Athens, Athens, Grækenland
Varighed: 18. jun. 201420. jun. 2014
Konferencens nummer: 2
http://www.mkt.teithe.gr/iccmi2014/

Konference

Konference2nd International Conference on Contemporary Marketing Issues
Nummer2
LokationAthens
LandGrækenland
ByAthens
Periode18/06/201420/06/2014
Internetadresse

Fingeraftryk

CSR communication
Corporate Social Responsibility
Empirical analysis
Social media
Online social networks
Industry
Corporate communications
Communication
Responsibility
Marketing
Empirical study

Citer dette

Horn, C., Brem, A., Wölfl, S., Ivens, B. S., & Hein, D. (2014). Corporate Social Responsibility in Online Social Networks: An Empirical Analysis of Corporate Communication for Brands on the German Market. I Proceeding of the 2nd International Conference on Contemporary Marketing Issues (ICCMI 2014) Alexander Technological Educational Institute of Thessaloniki.
Horn, Christian ; Brem, Alexander ; Wölfl, S. ; Ivens, B. S. ; Hein, D. / Corporate Social Responsibility in Online Social Networks : An Empirical Analysis of Corporate Communication for Brands on the German Market. Proceeding of the 2nd International Conference on Contemporary Marketing Issues (ICCMI 2014). Alexander Technological Educational Institute of Thessaloniki, 2014.
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title = "Corporate Social Responsibility in Online Social Networks: An Empirical Analysis of Corporate Communication for Brands on the German Market",
abstract = "Considering growing public awareness of social, ethical and ecological responsibility, companies have constantly been increasing their efforts in CSR communications. Social Media as tools of brand communication receive increasing attention and it is expected that the marketing sector will experience changes through this phenomenon in the future. This empirical study investigates the types of content that is communicated for different brands and industries in leading Social Media portals on the German market in 2011. It turns out that this kind of CSR communication differs in terms of portals used, as well as in contents. Also, remarkable differences between industries can be observed.",
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Horn, C, Brem, A, Wölfl, S, Ivens, BS & Hein, D 2014, Corporate Social Responsibility in Online Social Networks: An Empirical Analysis of Corporate Communication for Brands on the German Market. i Proceeding of the 2nd International Conference on Contemporary Marketing Issues (ICCMI 2014). Alexander Technological Educational Institute of Thessaloniki, 2nd International Conference on Contemporary Marketing Issues, Athens, Grækenland, 18/06/2014.

Corporate Social Responsibility in Online Social Networks : An Empirical Analysis of Corporate Communication for Brands on the German Market. / Horn, Christian; Brem, Alexander; Wölfl, S. ; Ivens, B. S.; Hein, D.

Proceeding of the 2nd International Conference on Contemporary Marketing Issues (ICCMI 2014). Alexander Technological Educational Institute of Thessaloniki, 2014.

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingKonferencebidrag i proceedingsForskningpeer review

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AB - Considering growing public awareness of social, ethical and ecological responsibility, companies have constantly been increasing their efforts in CSR communications. Social Media as tools of brand communication receive increasing attention and it is expected that the marketing sector will experience changes through this phenomenon in the future. This empirical study investigates the types of content that is communicated for different brands and industries in leading Social Media portals on the German market in 2011. It turns out that this kind of CSR communication differs in terms of portals used, as well as in contents. Also, remarkable differences between industries can be observed.

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Horn C, Brem A, Wölfl S, Ivens BS, Hein D. Corporate Social Responsibility in Online Social Networks: An Empirical Analysis of Corporate Communication for Brands on the German Market. I Proceeding of the 2nd International Conference on Contemporary Marketing Issues (ICCMI 2014). Alexander Technological Educational Institute of Thessaloniki. 2014