Social media as a CSR communication channel: Understanding firms' decision processes (2012)

According to a 2010 study on Social Media Influence by Custom Communications, firms rarely use social media to inform the public about their brands’ Corporate Social Responsibility (CSR) activities. At the same time, these same firms use social media (such as Twitter, Facebook, and blogs) for other branded promotions. Social media is popular; since the Social Media Influence study was published, consumer use of social media has increased to the point that a quarter of time spent online is spent on social media. Social media is powerful; it helps individuals find others who share their interests and convictions, as well as its power to strengthen community ties. This study investigates whether brands’ usage of social media reflects the increase in consumer use, specifically regarding brands’ use (or avoid using) social media to communicate CSR activities. In addition, we examine whether consumers respond to CSR messages at the same rates as other types of branded messages.