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

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

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.
Original languageEnglish
Title of host publicationProceeding of the 2nd International Conference on Contemporary Marketing Issues (ICCMI 2014)
PublisherAlexander Technological Educational Institute of Thessaloniki
Publication date2014
Publication statusPublished - 2014
Event2nd International Conference on Contemporary Marketing Issues - Athens, Athens, Greece
Duration: 18. Jun 201420. Jun 2014
Conference number: 2
http://www.mkt.teithe.gr/iccmi2014/

Conference

Conference2nd International Conference on Contemporary Marketing Issues
Number2
LocationAthens
CountryGreece
CityAthens
Period18/06/201420/06/2014
Internet address

Fingerprint

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

Cite this

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. In 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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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. in 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, Greece, 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.

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-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. In Proceeding of the 2nd International Conference on Contemporary Marketing Issues (ICCMI 2014). Alexander Technological Educational Institute of Thessaloniki. 2014