[-] Show simple item record

dc.contributor.advisorFrisby, Cynthia M.eng
dc.contributor.authorBonnette, Mary Elizabetheng
dc.date.issued2015eng
dc.date.submitted2015 Falleng
dc.description.abstract[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.eng
dc.identifier.urihttps://hdl.handle.net/10355/48644
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcommunityUniversity of Missouri--Columbia. Graduate School. Theses and Dissertationseng
dc.rightsAccess to files is limited to the University of Missouri--Columbia.eng
dc.titleCorporate social responsibility : cultivating brand reputation through social mediaeng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


Files in this item

[PDF]
[PDF]
[PDF]

This item appears in the following Collection(s)

[-] Show simple item record