To read this content please select one of the options below:

Stakeholder engagement and SDGs: the role of social media in the European context

Asad Mehmood (Department of Management and Business Administration, Gabriele d'Annunzio University of Chieti and Pescara, Pescara, Italy) (Department of Accounting, Finance and Economics, Lincoln International Business School, University of Lincoln, Lincoln, UK)
Johana Hajdini (Department of Management and Business Administration, Gabriele d'Annunzio University of Chieti and Pescara, Pescara, Italy)
Lea Iaia (Department of Management and Business Administration, Gabriele d'Annunzio University of Chieti and Pescara, Pescara, Italy)
Francesco De Luca (Department of Management and Business Administration, Gabriele d'Annunzio University of Chieti and Pescara, Pescara, Italy)
Georgia Sakka (University of Nicosia, Nicosia, Cyprus)

EuroMed Journal of Business

ISSN: 1450-2194

Article publication date: 25 March 2022

Issue publication date: 24 February 2023

909

Abstract

Purpose

The authors aim to investigate which social media posts' characteristics result in higher stakeholder engagement in the European context.

Design/methodology/approach

The authors apply chi-square automatic interaction detection (CHAID) method to categorize social media posts based on their engagement levels. The authors conduct analysis on the tweets published in 2019 by companies that draw up and publish a sustainability report on Global Reporting (www.globalreporting.org). The final sample is based on 3,045 tweets from 173 firms of different industries and countries.

Findings

The authors find that tweet characteristics, such as content type, industry type and country of a firm, significantly influence stakeholder engagement rate.

Practical implications

The findings are useful for practitioners and stakeholders. Firm management should consider the most important Sustainable Development Goals (SDGs) concerning their business activities for engaging stakeholders and contributing to sustainable development.

Originality/value

The authors consider stakeholder theory and contribute to stakeholder engagement and sustainability debate. For this purpose, the authors focus on firms' communication of SDGs through social media. To the best of the authors’ knowledge, this is the first study which considers the SDGs’ communication to determine the most significant SDGs resulting in higher stakeholder engagement.

Keywords

Acknowledgements

Authors are very thankful to the Editor in Chief for his support and guidance and the two anonymous reviewers for their helpful comments. Authors are also thankful to all participants in the 14th Annual Conference of the EuroMed Academy of Business for their valuable suggestions on earlier version of this paper.

Citation

Mehmood, A., Hajdini, J., Iaia, L., De Luca, F. and Sakka, G. (2023), "Stakeholder engagement and SDGs: the role of social media in the European context", EuroMed Journal of Business, Vol. 18 No. 1, pp. 111-128. https://doi.org/10.1108/EMJB-11-2021-0173

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles