Organizational Social Listening & Corporate Climate Advocacy (2020)

This study set out to explore the relevant and timely phenomenon of organizational and social listening and the concept of dialogue, in the context of climate change advocacy. This case study examined how Amazon, one of the largest, global tech companies, responded to its employees’ demands and calls for climate change actions and advocacy. The authors were interested in exploring what happens when a company’s stakeholders (e.g., employees) are calling for climate change actions and yet the company does not seem to listen, and what are the ramifications for a lack of social listening and authentic engagement in times of abounding social change. By using a qualitative approach, this study analyzed the company’s official communication channels and social media interaction on Facebook and Instagram with their different publics, as well as public comments for both Amazon and Amazon Employees for Climate Justice (employee advocacy group).