Do CSR Messages Resonate? Examining Public Reactions to Firms’ CSR Efforts on Social Media

  • Gregory D. Saxton
  • Lina Gomez
  • Zed Ngoh
  • Yi-Pin Lin
  • Sarah Dietrich
Original Paper


We posit a key goal of firms’ corporate social responsibility (CSR) efforts is to influence reputation through carefully crafted communicative practices. This trend has accelerated with the rise of social media such as Twitter and Facebook, which are essentially public message networks that organizations are leveraging to engage with concerned audiences. Given the large number of messages sent on these sites, only some will be effective and achieve broad public resonance. Building on signaling theory, this paper asks whether and how messages conveying CSR-related topics resonate with the public and, if so, which CSR topics and signal qualities are most effective. We test our hypotheses using data on public reactions to Fortune 500 companies’ CSR-focused Twitter feeds, using the retweeting (sharing) of firms’ messages as a proxy for public resonance. We find resonance is positively associated with messages that convey CSR topics such as the environment or education, those that make the topic explicit through use of hashtags, and those that tap into existing social movement discussions.


Corporate reputation Corporate social responsibility CSR CSR communication Signaling theory Social media 



The authors would like to thank the Section Editor Cory Searcy, the two anonymous reviewers, and Chao Guo, Dean Neu, and Edward Walker for helpful comments and suggestions in preparing this manuscript.

Compliance with Ethical Standards

Conflict of interest

The authors declare that they have no conflict of interest.

Ethical Approval

This article does not contain any studies with human participants performed by any of the authors.


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Copyright information

© Springer Science+Business Media Dordrecht 2017

Authors and Affiliations

  • Gregory D. Saxton
    • 1
  • Lina Gomez
    • 2
  • Zed Ngoh
    • 3
  • Yi-Pin Lin
    • 3
  • Sarah Dietrich
    • 3
  1. 1.Schulich School of BusinessYork UniversityTorontoCanada
  2. 2.School of Social and Human SciencesUniversidad del EsteCarolinaPuerto Rico
  3. 3.Department of CommunicationUniversity at Buffalo, SUNYBuffaloUSA

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