Examining stakeholder reactions to corporate social irresponsibility: Evidence from social media
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Publication date
2024
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01A - Journal article
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European Management Journal
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Pages / Duration
1-18
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Elsevier
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Abstract
What corporate behaviors are perceived as irresponsible by different stakeholders? How do such stakeholders react once they perceive irresponsibility? Using the literature on corporate social irresponsibility (CSiR), stakeholder theory and attribution theory, we examined a database of 100 000 social media posts on Twitter/X about Nestlé and H&M in the period 2015–2016. We found that the behavior of these two companies was perceived as irresponsible insofar as it caused direct harm to different stakeholder groups (stakeowners, stakeseekers, stakekeepers and stakewatchers). However, while stakeowners and stakeseekers were more likely to voice their concerns, they tended to voice their concerns only once. In contrast, stakewatchers and stakekeepers were more persistent in voicing concerns. In terms of goals, stakeowners and stakekeepers were more likely to advocate for information dissemination and community building than stakewatchers and stakeseekers, who were more likely to call for action. Our study therefore contributes to the CSiR and stakeholder engagement literature by illustrating how different stakeholder groups use social media to engage with firms perceived as irresponsible.
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0263-2373
1873-5681
1873-5681
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
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Peer review of the complete publication
Open access category
Hybrid
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Citation
Cho, C. H., Zarzycka, E., She, C., Dobija, D., Krasodomska, J., & Bothello, J. (2024). Examining stakeholder reactions to corporate social irresponsibility: Evidence from social media. European Management Journal, 1–18. https://doi.org/10.1016/j.emj.2024.11.001