Artikel

Corporate social responsibility engagement through social media: Evidence from the University of Salerno

Over the last few decades, stakeholders' growing attention towards social and environmental issues has challenged universities' traditional accountability boundaries, imposing the adoption of innovative reporting tools that facilitate stakeholders' engagement in Corporate Social Responsibility (CSR) practices and performances. Against this backdrop, online communication tools, such as websites and social media platforms, have gained momentum as a pivotal means to increase dialogue with the myriad of stakeholders, especially during the pandemic period, as it has dramatically reduced physical interactions. Based on these premises, this study aims to dive deep into the use of social media to communicate CSR strategies in the university context by exploring the case of the University of Salerno. To this end, all posts published by the University of Salerno's official Twitter account from 2015 to 2021 have been extracted and analyzed. Accordingly, the degree of interactions with stakeholders and the communication direction and balance level have been examined based on Carroll' pyramid. Findings show a higher level of engagement for CSR posts and, in particular, for the philanthropic dimension. Results also highlight that, during the COVID-19 pandemic, the University of Salerno has empowered CSR disclosure through Twitter. The methodology adopted could be replicated for other universities to understand better how public universities use social media to involve a broader range of stakeholders in their CSR practices.

Language: Englisch

Bibliographic citation: Journal: Administrative Sciences ; ISSN: 2076-3387 ; Volume: 11 ; Year: 2021 ; Issue: 4 ; Pages: 1-15

Classification: Öffentliche Verwaltung

Subject: higher education
social network
corporate social responsibility disclosure
stakeholders engagement
Twitter
university

Event: Geistige Schöpfung

(who): Esposito, Benedetta
Sessa, Maria Rosaria
Sica, Daniela
Malandrino, Ornella

Event: Veröffentlichung

(who): MDPI

(where): Basel

(when): 2021

DOI: doi:10.3390/admsci11040147

Handle: http://hdl.handle.net/10419/275265

Last update: 10.03.2025, 11:42 AM CET

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Artikel

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Esposito, Benedetta
Sessa, Maria Rosaria
Sica, Daniela
Malandrino, Ornella
MDPI

Time of origin

2021

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Corporate social responsibility engagement through social media: Evidence from the University of Salerno

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