A text mining approach for CSR communication: an explorative analysis of energy firms on Twitter in the post-pandemic era

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11320%2F22%3A5YL8MPNM" target="_blank" >RIV/00216208:11320/22:5YL8MPNM - isvavai.cz</a>

Result on the web

<a href="https://doi.org/10.1007/s43039-022-00050-3" target="_blank" >https://doi.org/10.1007/s43039-022-00050-3</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/s43039-022-00050-3" target="_blank" >10.1007/s43039-022-00050-3</a>

Result language

angličtina

Original language name

A text mining approach for CSR communication: an explorative analysis of energy firms on Twitter in the post-pandemic era

Original language description

The rapid diffusion of the Covid-19 worldwide has accelerated the need for companies to address the sustainability issue at different levels, as nowadays the attention of stakeholders with respect to this theme has grown considerably. As a result, companies had to set up CSR communication strategies to build and strengthen their legitimacy and reputation. Among the communication channels to convey messages of firms’ CSR initiatives, social media are becoming increasingly important and, particularly, Twitter is the social media platform where more CSR-related content is generated. By adopting the theoretical lens of constitutive communication of organization, the aim of this paper is to investigate with a textual approach how the CSR communication in the energy sector has evolved in the post Covid-19 scenario. Specifically, our attention will be focus on: (1) the exploratory analysis based on the hashtags; (2) the identification of CSR communication topics and (3) the proposal of topics network in order to discover subgroups of topics. Findings of this research show that the CSR communication on Twitter has undergone changes compared to the pre Covid-19 era. Particularly, we identified 11 CSR related-topics which, as the proposed topic network demonstrates, are interconnected. On the one hand, our results corroborate previous research regarding some CSR-related issues; on the other hand, we identified some topics such as safety, people and work which have exploded in Twitter conversations in the post Covid-19 scenario. Finally, this study provides managerial implications for professionals dealing with CSR communication, digital communication and social media marketing activities.

Czech name

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Czech description

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Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

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OECD FORD branch

10201 - Computer sciences, information science, bioinformathics (hardware development to be 2.2, social aspect to be 5.8)

Project

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Continuities

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Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Italian Journal of Marketing

ISSN

2662-3331

e-ISSN

1469-9699

Volume of the periodical

2022

Issue of the periodical within the volume

3

Country of publishing house

US - UNITED STATES

Number of pages

24

Pages from-to

317-340

UT code for WoS article

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EID of the result in the Scopus database

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