Reasons for low levels of interactivity: (Non-) interactive CSR communication in twitter |
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Authors: | Michael Etter |
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Institution: | Department for Intercultural Communication and Management, Copenhagen Business School, Porcelænshaven 18A, DK-2000 Frederiksberg, Denmark |
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Abstract: | The interactivity levels of online CSR communication are typically low. This study explores the reasons for the low levels of interactivity in the popular social media tool Twitter. An analysis of 41,864 Twitter messages (tweets) from the thirty most central corporate accounts in a CSR Twitter network is conducted. Comparisons (t-test) between CSR tweets and general tweets and between specialized CSR Twitter accounts and general accounts reveal that the low levels of interactivity are due to a reactive interaction approach and a lack of specialization. |
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Keywords: | CSR Public relations Twitter Interactivity Social network analysis |
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