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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10990/614

Autori: Tuan, Annamaria
Supervisore afferente all'Università: MORETTI, ANDREA
Centro di ricerca: DIPARTIMENTO SCIENZE ECONOMICHE E STATISTICHE - DIES
Titolo: Bridging the gap between social media marketing and corporate social responsibility communication
Abstract (in inglese): The dissertation seeks to address research questions regarding the connection between two research streams, Social Media Marketing and Corporate Social Responsibility (CSR) Communication The literature about Social Media Marketing is young and ongoing, even if, as we will see, its roots trace back in Traditional and Relationship Marketing. On the other hand, the literature about the Corporate Social Responsibility Communication is still scant if compared to the overall CSR literature. To the best of our knowledge, there are still a lot of research gaps which deserve further investigation. In this dissertation, after having defined Social Media Marketing and understood its roots, we will investigate the figure who is using Social Media in order to communicate to stakeholders, the so called Social Media Manager. Then we will try to bridge the gap between Social Media Marketing and CSR Communication by analyzing, from a sensemaking perspective, the benefits and the challenges Social Media Managers face in making sense of CSR Communication. We will provide evidence through a case study and through the analysis of the communication strategies of the top 100 Europe FT firms on Twitter, one of the most used Social Media by firms. The five studies in this dissertation span different research contexts, methodologies, and theoretical angles. Yet, they collectively contribute to a better understanding in order to bridge the gap betweeen two research streams which, from a first sight, seem to be different but present some common points which deserve further explanation.
Parole chiave: Corporate Social Responsibility; Social Media Marketing; CSR Communication
MIUR : Settore SECS-P/08 - Economia E Gestione Delle Imprese
Lingua: eng
Data: 17-apr-2015
Corso di dottorato: Dottorato di ricerca in Scienze aziendali
Ciclo di dottorato: 27
Università di conseguimento titolo: Università degli Studi di Udine
Luogo di discussione: Udine
Citazione: Tuan, A. Bridging the gap between social media marketing and corporate social responsibility communication. (Doctoral Thesis, Università degli Studi di Udine, 2015).
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