ABSTRACT

This study explores an understudied area in corporate social responsibility (CSR), which is important for strategic communication practice during crises: corporate disaster aid. Companies mobilize their money, materials, and human resources to participate in different aid activities. Building on existing CSR communication literature, this study investigates 128 disaster aid tweets from 41 companies and 951 replies to analyze the patterns of corporate disaster aid and communication strategies on Twitter between August 1, 2017, and March 1, 2019. Corporate giving and third-party involvement are the most frequently mentioned activities on companies’ Twitter accounts. Still, companies in this sample have yet to harness the full potential of social media in communicating their corporate disaster aid efforts. For instance, many companies do not engage publics in their tweets, indicating companies’ perception that Twitter is a one-way information delivery tool. In terms of publics’ responses, the numbers of retweets, likes, or comments are significantly associated with corporate disaster aid types and message features. For instance, the results reveal that corporate giving brings more retweets and more comments, and video use will have a positive impact on the number of likes and comments. By introducing a new context for CSR, this study is among the first to shed light into strategic communication of corporate disaster aid.

摘要

这项研究探索了企业社会责任（CSR）领域中未被研究的领域，这对于危机期间的战略沟通实践很重要：企业救灾。公司动员资金，物力和人力资源参加各种援助活动。本研究以现有的企业社会责任沟通文献为基础，调查了41家公司的128条救灾推文和951条回复，以分析2017年8月1日至2019年3月1日在Twitter上的企业救灾和沟通策略的模式。参与派对是公司Twitter帐户上最常提及的活动。尽管如此，本样本中的公司仍未充分利用社交媒体的潜力来传达其公司的救灾工作。例如，许多公司没有在其推文中与公众互动，这表明公司认为Twitter是一种单向信息传递工具。就公众的回应而言，转发，喜欢或评论的数量与公司救灾类型和消息功能密切相关。例如，结果表明，公司捐赠带来了更多的转发和更多评论，而视频的使用将对喜欢和评论的数量产生积极影响。通过引入企业社会责任的新背景，这项研究是最早了解企业灾难援助的战略沟通的研究之一。或注释与公司救灾类型和消息功能密切相关。例如，结果表明，公司捐赠带来了更多的转发和更多评论，而视频的使用将对喜欢和评论的数量产生积极影响。通过引入企业社会责任的新背景，这项研究是最早了解企业灾难援助的战略沟通的研究之一。或注释与公司救灾类型和消息功能密切相关。例如，结果表明，公司捐赠带来了更多的转发和更多评论，而视频的使用将对喜欢和评论的数量产生积极影响。通过引入企业社会责任的新背景，这项研究是最早了解企业灾难援助的战略沟通的研究之一。