Corporate social responsibility in the blogosphere

Journal of Business Ethics 91 (4):599 - 614 (2010)
This paper uses social network analysis to examine the interaction between corporate blogs devoted to sustainability issues and the blogosphere, a clustered online network of collaborative actors. By analyzing the structural embeddedness of a prototypical blog in a virtual community, we show the potential of online platforms to document corporate social responsibility (CSR) activities and to engage with an increasingly socially and ecologically aware stakeholder base. The results of this study show that stakeholder involvement via sustainability blogs is a valuable new practice for CSR communications and stakeholder engagement. It also opens new horizons for communicating CSR issues to key constituencies online
Keywords corporate communications  corporate social responsibility  corporate weblogs  social networks  stakeholder communication
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Paul C. Godfrey, Nile A. Hatch & Jared M. Hansen (2005). Corporate Social Responsibility. Proceedings of the International Association for Business and Society 16:112-117.

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