Social Media and CSR - A Double-Edged Sword?

Caun, Stephanie. E. (2010) Social Media and CSR - A Double-Edged Sword? [Dissertation (University of Nottingham only)] (Unpublished)

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The emergence of social media has given people the ability to instantaneously communicate with thousands of people through an online platform. In a very short period of time, this new form of media has managed to creep into the business domain and has provided very real opportunities for CSR to develop. As a result of being such a new phenomenon, the academic literature surrounding social media is scarce. Therefore this study intends to give an extensive and balanced insight into the positive and negative implications of social media on both businesses and stakeholders.

Based on a review of the literature surrounding social media and CSR, an interpretive approach is carried out using a case study on Enterprise Rent-A-Car with the use of semi-structured interviews as well as online web analysis. The findings of the present research are that social media provides an excellent tool for learning from and interacting with stakeholders although fundamental limitations must be overcome before it is fully able to reach its potential. Recommendations to Enterprise Rent-A-Car to overcome such limitations involve implementing a comprehensive online policy for employees and to engage in social media proactively rather than reactively to enjoy its full benefits.

Item Type: Dissertation (University of Nottingham only)
Keywords: Social Media, Corporate Social Responsibility, Transparency, Stakeholder Engagement, Enterprise Rent-A-Car, Facebook, Twitter, Forums, Blogs
Depositing User: EP, Services
Date Deposited: 20 Jan 2011 11:24
Last Modified: 15 May 2016 23:20

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