CSR Communication on Social Media and MNE's Reputation

Abstract

Research on CSR and CSR communication has been a topic of interest for many researchers. However, in this digital era, social media has come to existence as an important means of communication that MNEs can utilize to effectively manage their reputation, which is still relatively unknown on how to maximize this technology. By integrating the Big Seed approach, CSR communication, Social Media, and CSR strategy, this paper develops the underlying mechanisms in which CSR communication on social media will thrive and explain how it affects MNEs reputation. It further incorporates the role of CSR standardization into the relationship. This paper presents three mechanisms that affect the relationship between MNEs' CSR communication on social media and reputation, these are (1) Consistency, (2) Engagement, and (3) Informational Tone. Furthermore, it shows how these mechanisms are affected by the standardization of CSR.  The theory presented in this paper has implications for research on CSR communication on social media and an understanding of social media's role for MNEs.