Corporate social responsibility : cultivating brand reputation through social media
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[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] The role corporations play in their stakeholders' lives is an issue of extreme importance, and one with increasingly serious implications. From crisis situations, like the 2010 BP oil spill in the Gulf of Mexico to communicating philanthropic interests, such as TOMS Shoes shoe donation program, it is clear that corporate organizations can influence the everyday lives of ordinary citizens. The goal of this research is to learn how the consumption of CSR messages through social media can change perceived brand reputations of corporations and brands, as well as, learn more about how social media users consume and interact with brands through CSR communication. By evaluating the CSR Facebook posts, this study seeks to learn how and in what ways corporations are communicating their CSR initiatives. Through the experiment portion, this research will examine the potential links between CSR media consumption and the audiences' perceived change in brand reputation as a measure of overall brand image.
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