Communicating CSR on Social Media: The Case of Pfizer’s Social Media Communications in Europe

Abstract

Practical implications and originality/value

Pfizer who declares itself the ‘world’s largest research-based pharmaceutical company’ is currently among the most influential companies in the world, occupying currently the 148th position in the Global Fortune 500 list. Due to its position within the industry, Pfizer has been the subject of previous research materials including marketing and health communications; however, no study yet has analysed Pfizer’s uses of social media. By analysing the social media communications of Pfizer in Europe and by pointing to the inconsistencies between country accounts, this chapter raises further questions about social media strategy and its implementation by corporations.

Citation

Adi, A. and Grigore, G. (2015), "Communicating CSR on Social Media: The Case of Pfizer’s Social Media Communications in Europe", Corporate Social Responsibility in the Digital Age (Developments in Corporate Governance and Responsibility, Vol. 7), Emerald Group Publishing Limited, pp. 143-163. https://doi.org/10.1108/S2043-052320150000007009

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