Our study addresses the lack of research regarding new possibilities for stakeholder communication in the age of social media. Moreover, the study methodologically contributes to the study of social media in the context of corporate communication by applying the scale of “conceptual orality or literality” to MNCs’ and NGOs’ Twitter usage.
This research is part of a project on corporate legitimacy and communication, funded by the Swiss National Science Foundation (Grant No. 129995). We furthermore thank Andreas G. Scherer and Olivia Inauen for their support.
Inauen, S. and Schoeneborn, D. (2014), "Twitter and its Usage for Dialogic Stakeholder Communication by MNCs and NGOs", Communicating Corporate Social Responsibility: Perspectives and Practice (Critical Studies on Corporate Responsibility, Governance and Sustainability, Vol. 6), Emerald Group Publishing Limited, pp. 283-310. https://doi.org/10.1108/S2043-9059(2014)0000006019Download as .RIS
Emerald Group Publishing Limited
Copyright © 2014 Emerald Group Publishing Limited