CSR Communication, Corporate Reputation, and the Role of the News Media as an Agenda-Setter in the Digital Age

被引:75
作者
Vogler, Daniel [1 ,2 ,3 ]
Eisenegger, Mark [3 ]
机构
[1] Univ Zurich, Res Ctr Publ Sphere & Soc Fog, Zurich, Switzerland
[2] Univ Zurich, Dept Commun & Media Res IKMZ, Zurich, Switzerland
[3] Univ Zurich, Dept Commun & Media Res IKMZ, Commun Sci, Zurich, Switzerland
关键词
agenda setting; corporate reputation; CS communication; Facebook; news media; social media; SOCIAL-RESPONSIBILITY COMMUNICATION; SETTING THEORY; ONLINE NEWS; TIME-LAG; STAKEHOLDERS; STRATEGIES; OPPORTUNITIES; ENGAGEMENT; ATTENTION; EXPOSURE;
D O I
10.1177/0007650320928969
中图分类号
F [经济];
学科分类号
02 ;
摘要
By using social media, corporations can communicate about their corporate social responsibility (CSR) to the public without having to pass through the gatekeeping function of the news media. However, to what extent can corporations influence the public's evaluation of their CSR activities with social media activities and if the legacy news media still act as the primary agenda setters when it comes to corporate reputation have not yet been thoroughly analyzed in a digitized media environment. This study addressed this research gap by looking at the effect of CSR communication through Facebook and news media coverage of CSR on corporate reputation in Switzerland. The results of this longitudinal study show that the salience and tone of news media coverage of CSR were positively related to corporate reputation, even though the news media coverage about CSR was predominantly negative. Thus, reputation was still strengthened even in the face of negative publicity. No effect of CSR communication through Facebook on corporate reputation was found. The results suggest that legacy news media still were influential in determining how the public evaluates corporations in the digital age.
引用
收藏
页码:1957 / 1986
页数:30
相关论文
共 50 条
[41]   Leveraging technological innovation, social media, and green marketing for corporate reputation: the mediating role of business sustainability [J].
Hanaysha, Jalal Rajeh ;
Alhyasat, Khaled M. K. .
COGENT BUSINESS & MANAGEMENT, 2025, 12 (01)
[42]   Does Corporate Reputation Matter? Role of Social Media in Consumer Intention to Purchase Innovative Food Product [J].
Janarthanan Balakrishnan ;
Pantea Foroudi .
Corporate Reputation Review, 2020, 23 :181-200
[43]   Building corporate reputation through social media marketing efforts: the mediating role of corporate brand credibility [J].
Garanti, Zanete ;
Igbudu, Nicholas ;
Popoola, Temitope ;
Vrontis, Demetris ;
Melanthiou, Yioula .
INTERNATIONAL JOURNAL OF INTERNET MARKETING AND ADVERTISING, 2022, 17 (3-4) :370-393
[44]   Intermedia Agenda Setting in the Social Media Age: How Traditional Players Dominate the News Agenda in Election Times [J].
Harder, Raymond A. ;
Sevenans, Julie ;
Van Aelst, Peter .
INTERNATIONAL JOURNAL OF PRESS-POLITICS, 2017, 22 (03) :275-293
[45]   Agenda-Cutting Versus Agenda-Building: Does Sponsored Content Influence Corporate News Coverage in US Media? [J].
Vargo, Christopher Joseph ;
Amazeen, Michelle A. .
INTERNATIONAL JOURNAL OF COMMUNICATION, 2021, 15 :5186-5207
[46]   What drives CSR communication effectiveness on social media? A process-based theoretical framework and research agenda [J].
Fernandez, Paula ;
Hartmann, Patrick ;
Apaolaza, Vanessa .
INTERNATIONAL JOURNAL OF ADVERTISING, 2022, 41 (03) :385-413
[47]   CSR orientation for competitive advantage in business-to-business markets of emerging economies: the mediating role of trust and corporate reputation [J].
Salam, Mohammad Asif ;
Abu Jahed, Mohammed .
JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, 2023, 38 (11) :2277-2293
[48]   The Counselor's Role in the Age of Social Media and Fake News [J].
Hunt, David ;
Robertson, Derek ;
Pow, Allison .
JOURNAL OF CREATIVITY IN MENTAL HEALTH, 2018, 13 (04) :405-417
[49]   Institutionalising and managing corporate reputation through leadership communication in leading government-linked media companies [J].
Tahir, Zainal Arifin Md ;
Abdullah, Zulhamri ;
Hasan, Nurul Ain Mohd ;
Alsagoff, Syed Agil .
SEARCH-JOURNAL OF MEDIA AND COMMUNICATION RESEARCH, 2021, 13 (02) :37-54
[50]   Leading in the digital age: A study of how social media are transforming the work of communication professionals [J].
Jiang, Hua ;
Luo, Yi ;
Kulemeka, Owen .
TELEMATICS AND INFORMATICS, 2016, 33 (02) :493-499