Corporate Social Responsibility in Online Social Networks: An Empirical Analysis of Corporate Communication for Brands on the German Market
Horn C, Brem A, Wölfl S, Ivens BS, Hein D (2014)
Publication Language: English
Publication Type: Conference contribution, Original article
Publication year: 2014
Edited Volumes: 2nd International Conference on Contemporary Marketing Issues (ICCMI) Proceedings
Conference Proceedings Title: Proceeding of the 2nd International Conference on Contemporary Marketing Issues
Event location: Athens, Greece
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.
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Germany (DE)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.
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