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CSR marketing through social media and contextual effects on stakeholder engagement: a multinational cross-industry analysis

Nasr, Arash Khalili, Rashidirad, Mona, Yoganathan, Vignesh, Sadaghiani, Ashkan Salehi (2022) CSR marketing through social media and contextual effects on stakeholder engagement: a multinational cross-industry analysis. Information Systems Frontiers, . ISSN 1387-3326. E-ISSN 1572-9419. (doi:10.1007/s10796-022-10273-6) (KAR id:100147)


Multinational Enterprises (MNEs) use social media to reach a global audience. Simultaneously, Corporate Social Responsibility (CSR) has become an important feature of MNEs’ communications with stakeholders via social media. It is, therefore, important to understand the country and industry level differences in how stakeholders engage with CSR communications of MNEs via social media. We examine this across four countries and three industries by focusing on stakeholders’ engagement with CSR (vs. non-CSR) posts on Twitter. We find significant differences across industries within countries for three separate aspects of behavioural engagement (likes, retweets and replies). In addition, CSR posts have a positive effect on stakeholder engagement based on likes and retweets at the industry-within-country level. Moreover, CSR posts are not fully effective in developed countries. Hence, achieving legitimacy through CSR on social media is a complex challenge, requiring a nuanced understanding of stakeholder reactions based on specific industry and country contexts.

Item Type: Article
DOI/Identification number: 10.1007/s10796-022-10273-6
Uncontrolled keywords: Multinational enterprises (MNEs); Corporate social responsibility (CSR) communications; Legitimacy theory; Stakeholder Engagement; Multilevel Generalised Structural equation Model
Subjects: H Social Sciences > HF Commerce > HF5351 Business
H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Funders: University of Sussex (
Depositing User: Mona Rashidirad
Date Deposited: 27 Feb 2023 10:27 UTC
Last Modified: 02 Jun 2023 23:00 UTC
Resource URI: (The current URI for this page, for reference purposes)

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