Abstract
Purpose - The current study examines the role of social media for designing effective corporate social responsibility (CSR) communication strategy for modern business organisation to engage their stakeholders.
Methodology/approach - A structured survey questionnaire is used to collect data from multiple stakeholders through social media platforms including Facebook, Twitter, YouTube and LinkedIn. The data is collected from employees, customers and investors of different companies in Pakistan. The data is analysed to examine the perceptions of different stakeholders towards effectiveness of social media for CSR communication.
Findings - The results indicate that the majority of respondents think that social media is very important platform to communicate CSR activities. Overall, respondents believe that social media is a trustworthy tool to communicate CSR activities and engage stakeholders. Customers believe that communication of CSR activities through social media influence their buying behaviour positively. We found strong intentions among employees to work for socially responsible corporations who are successful in communicating their CSR initiatives to their employees through social media.
Research limitations/implications - The study collected data from Pakistan only, a larger sample from different countries can provide more interesting results. The study didn't used sophisticated statistical tests; the future studies can develop a rigorous theoretical model explaining how use of social media as communication strategy can influence the behaviour of diverse stakeholders. Practical implications - Since social media is becoming an effective communication platform, corporations should pay more focus on using social media. The corporations should encourage stakeholders' views related to CSR communication on social media and carefully address their suspicions in order to engage them.
Originality/value - There is sparse research in literature that examine the use of social media to engage organisational stakeholders. The current study provides a direction to future researchers to explore this area and explain the use of social media as CSR communication strategy in better way.