Organizations have a responsibility to remain accountable to their stakeholders, and thus must have some normative, corporate social responsibility (CSR) communication. The murder of George Floyd elicited an unprecedented response on social media by global corporations. The current study examined the responses by Fortune 500 companies on the unique platform of Instagram to this event and the larger social movement, Black Lives Matter (BLM). Through a comprehensive analysis of these responses, the current study found that the Fortune 500 companies that did respond on Instagram (n = 166, 33.2%) incorporated messages that reflected six motivations for CSR communication (i.e., risk management, organizational functioning, market positioning, civic positioning, moral positioning, and social reform).

组织有责任继续对其利益相关者负责，因此必须进行一些规范的企业社会责任 (CSR) 沟通。乔治·弗洛伊德 (George Floyd) 的谋杀案在全球公司的社交媒体上引发了前所未有的反应。目前的研究调查了财富 500 强公司在 Instagram 独特平台上对这一事件和更大的社会运动 Black Lives Matter (BLM) 的反应。通过对这些回应的综合分析，当前的研究发现，在 Instagram 上做出回应的财富 500 强公司（n = 166，33.2%）包含的信息反映了 CSR 沟通的六种动机（即风险管理、组织运作、市场定位） 、公民定位、道德定位和社会改革）。