CSR Communication strategies through social media and influence on e-reputation: an exploratory study

Publics are becoming responsible customers that urge firms to improve society. By using social media, corporate social responsibility (CSR) actions could influence organization’s commitment and e-reputation. The purpose of this paper is to look at the influence on e-reputation of communication
strategies (i.e. corporate ability and CSR) on social media. Four international companies (Danone, Renault, Orange and BNP Paribas) were studied and a content analysis was performed: Leximancer for the social media content
(between 25 and 50 pages for each company) on a six-month period; and Social Mention for the measurement of e-reputation. Results show that there is a link between CSR communication strategies and e-reputation.
More precisely, by using a corporate ability strategy (focus on product quality or innovation R&D), a company can increase its e-reputation better than on a common CSR communication strategy. This study is based on only four companies (from four different industries) and would profit from a larger base for analysis. Second, the content the authors analyzed was generated by the company on their own social media. This exploratory study is one of the first to look at the influence of CSR communication strategies on e-reputation and tries to see how companies’ action on social media can
change the way they are perceived by their customers. It completes the current literature by defining how CSR communications strategies should be declined for in order to influence customers.