Corporate Social Responsibility in Online Social Networks: An Empirical Analysis of Corporate Communication for Brands on the German Market

Conference contribution
(Original article)


Publication Details

Author(s): Horn C, Brem A, Wölfl S, Ivens BS, Hein D
Editor(s): Alexander Technological Educational Institute of Thessaloniki, Manchester Metropolitan University
Title edited volumes: 2nd International Conference on Contemporary Marketing Issues (ICCMI) Proceedings
Publication year: 2014
Conference Proceedings Title: Proceeding of the 2nd International Conference on Contemporary Marketing Issues
Language: English


Abstract


Considering growing public awareness of social, ethical and ecological responsibility, companies have constantly been increasing their efforts in CSR communications. Social Media as tools of brand communication receive increasing attention and it is expected that the marketing sector will experience changes through this phenomenon in the future. This empirical study investigates the types of content that is communicated for different brands and industries in leading Social Media portals on the German market in 2011. It turns out that this kind of CSR communication differs in terms of portals used, as well as in contents. Also, remarkable differences between industries can be observed.


FAU Authors / FAU Editors

Brem, Alexander Prof. Dr.
Lehrstuhl für Technologiemanagement


External institutions
Otto-Friedrich-Universität Bamberg


How to cite

APA:
Horn, C., Brem, A., Wölfl, S., Ivens, B.S., & Hein, D. (2014). Corporate Social Responsibility in Online Social Networks: An Empirical Analysis of Corporate Communication for Brands on the German Market. In Alexander Technological Educational Institute of Thessaloniki, Manchester Metropolitan University (Eds.), Proceeding of the 2nd International Conference on Contemporary Marketing Issues. Athens, Greece.

MLA:
Horn, Christian, et al. "Corporate Social Responsibility in Online Social Networks: An Empirical Analysis of Corporate Communication for Brands on the German Market." Proceedings of the 2nd International Conference on Contemporary Marketing Issues (ICCMI), Athens, Greece Ed. Alexander Technological Educational Institute of Thessaloniki, Manchester Metropolitan University, 2014.

BibTeX: 

Last updated on 2018-09-11 at 12:42