Ethische Verantwortung und digitale Sichtbarkeit von Sparkassen-Vorständen auf LinkedIn

Constantin Schubart and Nele Glaubert

IU Discussion Papers - Human Resources from IU International University of Applied Sciences

Abstract: Corporate communication is becoming more important, especially in the digital space. Social media platforms are key channels for professional interaction, and the way executives present themselves online strongly influences public perception. This study examines the LinkedIn communication of Sparkassen board members, who, as leaders, have a special responsibility for clear and professional communication. To analyze their communication, the study uses the models of Paul Watzlawick and Friedemann Schulz von Thun. These models help assess how well board members present their roles, responsibilities, and corporate values on LinkedIn. Based on these theories, specific criteria are developed to evaluate their communication. The results show both strengths and areas for improvement. While some board members use LinkedIn effectively to communicate their professional role and engage with others, some aspects of their communication could be improved. Based on these findings, the study develops a code of conduct. This guideline, built on the research results, aims to improve the professional and responsible digital communication of Sparkassen board members. It provides recommendations for a consistent, trustworthy, and transparent online presence.

Keywords: Digital corporate communication; Sparkassen; board members; ethical and social responsibility; code of conduct (search for similar items in EconPapers)
JEL-codes: M12 M14 M31 (search for similar items in EconPapers)
Date: 2025
New Economics Papers: this item is included in nep-ger and nep-pay
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:iubhhr:324645

DOI: 10.56250/4073

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