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Social media as stakeholder engagement tool: CSR communication failure in the oil and gas sector
Author(s) -
Pizzi Simone,
Moggi Sara,
Caputo Fabio,
Rosato Pierfelice
Publication year - 2020
Publication title -
corporate social responsibility and environmental management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.519
H-Index - 73
eISSN - 1535-3966
pISSN - 1535-3958
DOI - 10.1002/csr.2094
Subject(s) - corporate social responsibility , stakeholder engagement , stakeholder , social media , business , megaproject , stakeholder analysis , content analysis , public relations , political science , sociology , economics , management , social science , law
This article explores to what extent oil and gas companies use social media to engage with stakeholders on Corporate Social Responsibility (CSR) strategies. Drawing from the analysis of oil and gas megaproject facing the local community's protects, the research aims to highlight the level of stakeholder interaction on CSR's actions disclosed by social media. The study considers the Trans Adriatic Pipeline experience and the degree of interactions between the company and its stakeholders. According to Carroll's pyramid, the contents of Tweets were analyzed with the assistance of the statistics software program “TwitteR” and classified by their content. The analysis of the engagement practices on Twitter reveals that legitimization is influenced by the CSR contents proposed by the firms and the phase of megaproject development. Results suggest that social media communication does not always respond to stakeholder claims that should be periodically monitored through adequate stakeholder engagement tools.