How controversial businesses communicate CSR on Facebook: Insights from the Canadian cannabis industry |
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| Authors: | Ran Ju Chuqing Dong Yafei Zhang |
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| Institution: | 1. Department of Public Relations, Faculty of Business and Communication Studies, Mount Royal University, 4825 Mt Royal Gate SW, Calgary, AB, T3E 6K6, Canada;2. Advertising + Public Relations Department, College of Communication Arts and Sciences, Michigan State University, 404 Wilson Rd, East Lansing, MI, 48824, United States;3. Paul and Virginia Engler College of Business, West Texas A&M University, Canyon, TX, 79015, United States |
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| Abstract: | This study advances our current understanding of corporate social responsibility (CSR) communication in a controversial industry by analyzing CSR-related Facebook posts from seven Canadian public cannabis companies. Our findings indicated that these companies’ CSR communication on Facebook was mostly instrumentalist, lacked transparency, and used effective multimedia characteristics. In addition, associations between communication strategies and public engagement on social media (e.g., # of likes, comments, and shares) revealed both opportunities and ethical concerns regarding CSR communication in controversial businesses. |
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| Keywords: | CSR communication Controversial industry Social media |
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