Studying the Effect of Corporate Social Responsibility Posts of Multinational Enterprises in Twitter for Selected Host Countries and Industries

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Salehi Sadaghiani, Ashkan | 2020

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Type of Document: M.Sc. Thesis
Language: Farsi
Document No: 52901 (44)
University: Sharif University of Technology
Department: Management and Economics
Advisor(s): Khalilinasr, Arash
Abstract:
MNEs employ a global strategy to achieve growth, whereas their subsidiaries use a local strategy to operate effectively in host countries. Corporate social responsibility (CSR) is an effective strategy adopted by MNEs to develop a legitimate image in host countries. In fact, stakeholders' concerns in different countries and industries should be attended by MNEs and their subsidiaries. MNEs use social media to communicate with stakeholders and disclose their CSR activities. This study highlighted the importance of this context. In other words, stakeholders in different countries and industries react totally differently to Twitter posts. Therefore, MNEs should not communicate and interact with them in the same way. This study also revealed that CSR post shared on Twitter by MNEs were not considered significantly different from non-CSR posts
Keywords:
Industry ; Corporate Social Responsibility ; Corporate Social Responsibility Communication ; Multinational Companies ; Twitter Social Network ; Interoperability ; Stakeholders Behavior ; Twitter Posts

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