This study advances our current understanding of corporate social responsibility (CSR) communication in a controversial industry by analyzing CSR-related Facebook posts from seven Canadian public cannabis companies. Our findings indicated that these companies’ CSR communication on Facebook was mostly instrumentalist, lacked transparency, and used effective multimedia characteristics. In addition, associations between communication strategies and public engagement on social media (e.g., # of likes, comments, and shares) revealed both opportunities and ethical concerns regarding CSR communication in controversial businesses.

中文翻译：

---

有争议的企业如何在Facebook上传达企业社会责任：加拿大大麻行业的见解

这项研究通过分析来自加拿大七家上市大麻公司的与CSR相关的Facebook帖子，进一步提高了我们当前对有争议的行业中的企业社会责任（CSR）沟通的理解。我们的发现表明，这些公司在Facebook上的CSR交流主要是工具论，缺乏透明度，并使用了有效的多媒体特性。此外，沟通策略与社交媒体上公众参与（例如，喜欢，评论和分享的数量）之间的关联揭示了在有争议的企业中有关企业社会责任沟通的机会和道德方面的顾虑。