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Corporate Social Responsibility Activities Through Twitter: From Topic Model Analysis to Indexes Measuring

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Businesses communicate corporate social responsibility (CSR) on social media, linking to Sustainable Development Goals (SDGs). This study analyzes Twitter discussions, revealing sector and time-based communication patterns for policymakers.

Keywords:
Corporate sustainabilityIndicatorsSocial mediaStructural topic modelSustainable developmentText mining

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Area of Science:

  • Business and Management
  • Communication Studies
  • Environmental Science

Background:

  • Corporate Social Responsibility (CSR) communication is crucial for understanding business contributions to Sustainable Development (SD) and the 2030 Agenda.
  • The intersection of CSR communication, social media, and Sustainable Development Goals (SDGs) remains an emerging and underexplored research area.
  • Policymakers require insights into how businesses engage with sustainability frameworks through public communication channels.

Purpose of the Study:

  • To analyze the content of CSR communication disseminated by businesses on social media platforms, specifically Twitter.
  • To investigate the relationship between corporate CSR messaging and the Sustainable Development Goals (SDGs).
  • To identify temporal trends and sectoral variations in CSR topic discussions on Twitter.

Main Methods:

  • Application of the Structural Topic Model (STM) algorithm to identify key topics within CSR discussions on Twitter.
  • Incorporation of document-level metadata, including time and business sector, into the STM for enhanced analysis.
  • Derivation of CSR communication indexes and the proposal of dissimilarity and homogeneity indexes to quantify communication strategies.

Main Results:

  • The STM algorithm effectively detected and categorized topics related to CSR communication on Twitter.
  • Significant differences in CSR topic evolution and discussion proportions were observed across various business sectors and over time.
  • The study successfully generated CSR communication indexes, offering a quantitative measure of communication strategies.

Conclusions:

  • Social media platforms like Twitter serve as vital channels for corporate CSR communication, influencing perceptions of business engagement with SDGs.
  • The structural topic model provides a robust framework for analyzing large-scale communication data and understanding contextual influences (time, sector).
  • Proposed communication indexes offer valuable tools for businesses and policymakers to assess and compare CSR communication effectiveness and strategies.