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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

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

Projekt

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Návaznosti

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Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název periodika

Italian Journal of Marketing

ISSN

2662-3331

e-ISSN

1469-9699

Svazek periodika

2022

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

24

Strana od-do

317-340

Kód UT WoS článku

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EID výsledku v databázi Scopus

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