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 dis- closed 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 stake- holder claims that should be periodically monitored through adequate stakeholder engagement tools.

Social media as stakeholder engagement tool: CSR communication failure in the oil and gas sector

Moggi, Sara
;
2021-01-01

Abstract

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 dis- closed 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 stake- holder claims that should be periodically monitored through adequate stakeholder engagement tools.
2021
legitimacy, megaproject, social media, stakeholder engagement, Twitter
File in questo prodotto:
File Dimensione Formato  
Pizzi et al_2021_Social media as stakeholder engagement tool.pdf

non disponibili

Tipologia: Documento in Post-print
Licenza: Accesso ristretto
Dimensione 1.52 MB
Formato Adobe PDF
1.52 MB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11562/1031042
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 25
  • ???jsp.display-item.citation.isi??? 27
social impact