Co-created corporate social responsability initiatives on social media

• Autor(a) principal: Lopes, João Pedro
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/15757
• topic: Corporate social responsibility; Co-creation; Social media; Communication; Responsabilidade social das empresas; Rede social; Marketing social; Comunicação

The subject addressed in this thesis is the emerging online co-created Corporate Social Responsibility (CSR). As the traditional approaches on CSR communication are revealing to be unable of raising awareness and increasing stakeholder engagement, often failing to improve positive relationships with consumers, the present research focused on a new methodology for implementing such activities: a more participatory process, where organizations and stakeholders extend co-creation from consumption products to social responsibility initiatives. There is still little research in the CSR literature about the opportunities offered by participatory activities and how they affect awareness and engagement in social media environments. Thus, the main purpose of the current research was to examine if organizations that engage stakeholders in social media with co-creative approaches, allowing them to be active participants and decision-makers in their online CSR activities, can be more effective in building awareness, increasing stakeholders’ empowerment and participation levels, than firms who use the conventional design and communication of these activities, where the stakeholder has no participation in the process and is merely taken as a passive agent.