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Article
Publication date: 1 February 2021

Laura Illia, Elanor Colleoni and Katia Meggiorin

The purpose of this paper is to empirically explore under which conditions Tweets of infomediaries (i.e. ordinary users having few or no followers on Twitter) might…

Abstract

Purpose

The purpose of this paper is to empirically explore under which conditions Tweets of infomediaries (i.e. ordinary users having few or no followers on Twitter) might nevertheless promote a negative sentiment toward a corporation to the point of having a negative impact on the corporation's outcomes.

Design/methodology/approach

The empirical study is based on a unique database that combines a sample of one year of Twitter conversations about an Italian bank and its daily business performances (i.e. number of closures and openings). The relationship between these two is analyzed using autoregressive time series models (VAR).

Findings

Findings indicate that a tweet affects a bank’s outcomes only when embedded in a larger conversation about the bank, rather than simply repetitively shared. These findings contribute to two debates within bank marketing literature. First is the debate about the role of infomediaries in banks' outcomes, as it urges to reconsider the way banks' online reputation is conceptualized and measured. Second is the debate on opportunities and threats of social media for the banking industry, as it indicates that negative sentiment expressed by the general public influences not only stock markets but also directly banks' outcomes.

Originality/value

This study allows managers and corporations to understand what to do when conversations of unknown individuals become threatening for the company. To influence such situations, the company should identify not only the actors that are influencers but also the communications that have been popular in the past for their brand or the brand of their competitors and monitor the conversational volume and broadness.

Details

International Journal of Bank Marketing, vol. 39 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 24 April 2013

Elanor Colleoni

Organization legitimacy is a general reflection of the relationship between an organization and its environment. By adopting an institutional approach and defining moral…

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14380

Abstract

Purpose

Organization legitimacy is a general reflection of the relationship between an organization and its environment. By adopting an institutional approach and defining moral legitimacy as “a positive normative evaluation of the organization and its activities”, the goal of this paper is to investigate which corporate communication strategy adopted in online social media is more effective to create convergence between corporations' corporate social responsibility (CSR) agenda and stakeholders' social expectations, and thereby, to increase corporate legitimacy.

Design/methodology/approach

Using the entire Twitter social graph, a network analysis was carried out to study the structural properties of the CSR community, such as the level of reciprocity, and advanced data mining techniques, i.e. topic and sentiment analysis, were carried out to investigate the communication dynamics.

Findings

Evidence was found that neither the engaging nor the information strategies lead to alignment. The assumption of the more the dialog, the more the communality seems to fail to portray the complexity of the communicational dynamics, such as the persistence of different, or simply a dialog without alignment. Empirical findings show that, even when engaging in a dialogue, communication in social media is still conceived as a marketing practice to convey messages about companies.

Originality/value

This paper originally investigates organizational legitimacy in the context of social media by applying advanced data‐mining techniques that allow the analysis of large amounts of information available online.

Details

Corporate Communications: An International Journal, vol. 18 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

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Article
Publication date: 24 April 2013

Urša Golob, Klement Podnar, Wim J. Elving, Anne Ellerup Nielsen, Christa Thomsen and Friederike Schultz

This paper aims to introduce the special issue on CSR communication attached to the First International CSR Communication Conference held in Amsterdam in October 2011. The…

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8837

Abstract

Purpose

This paper aims to introduce the special issue on CSR communication attached to the First International CSR Communication Conference held in Amsterdam in October 2011. The aim of the introduction is also to review CSR communication papers published in scholarly journals in order to make a summary of the state of CSR communication knowledge.

Design/methodology/approach

The existing literature on CSR communication was approached via systematic review. with a combination of conventional and summative qualitative content analysis. The final dataset contained 90 papers from two main business and management databases, i.e. EBSCOhost and ProQuest.

Findings

Papers were coded into three main categories. The results show that the majority of the papers are concerned with disclosure themes. Considerably less salient are papers that fall under process‐oriented themes and the outcomes/consequences of CSR communications. The most important outlets for CSR communication‐related topics are Journal of Business Ethics and Corporate Communications: An International Journal.

Originality/value

This paper represents the first attempt to perform a systematic and comprehensive overview of CSR communication papers in scholarly journals. Its value is in making this rather vast and heterogeneous literature more visible and accessible to all CSR communication scholars.

Details

Corporate Communications: An International Journal, vol. 18 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

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