NPOs' Voice in CSR Partnership: An Exploratory Study Using Topic Modeling
INTERNATIONAL JOURNAL OF BUSINESS COMMUNICATION(2024)
摘要
The present study aims to identify and interpret the emerging strategies employed by nonprofit organizations (NPOs) in communicating with their business partners on Twitter. A computer-assisted content analysis was applied to analyze 5,661 tweets posted by 65 NPOs. The study identified three corporate social responsibility communication strategies, which were characterized by a distinctive emphasis on stakeholder engagement. We analyzed NPOs that targeted different issues-initiated corporate social responsibility partnership conversations at varying levels by adopting self-promotional, partner-oriented, and balanced-interest strategies to justify and promote their relationships with multiple stakeholders on Twitter. This exploratory study contributes to the scant research on cross-sector social partnerships communication from a nonprofit perspective and adds nonprofit-specific evidence to the existing theories and practices.
更多查看译文
关键词
nonprofits,CSR,cross-sector collaboration,stakeholder management,social media
AI 理解论文
溯源树
样例
生成溯源树,研究论文发展脉络
Chat Paper
正在生成论文摘要