A text mining approach for CSR communication: an explorative analysis of energy firms on Twitter in the post-pandemic era

Rocco Mazza (), Emma Zavarrone (), Mirko Olivieri () and Daniela Corsaro ()
Additional contact information
Rocco Mazza: Università Degli Studi Di Napoli Federico II
Emma Zavarrone: IULM University
Mirko Olivieri: IULM University
Daniela Corsaro: IULM University

Italian Journal of Marketing, 2022, vol. 2022, issue 3, No 4, 317-340

Abstract: Abstract The rapid diffusion of the Covid-19 worldwide has accelerated the need for companies to address the sustainability issue at different levels, as nowadays the attention of stakeholders with respect to this theme has grown considerably. As a result, companies had to set up CSR communication strategies to build and strengthen their legitimacy and reputation. Among the communication channels to convey messages of firms’ CSR initiatives, social media are becoming increasingly important and, particularly, Twitter is the social media platform where more CSR-related content is generated. By adopting the theoretical lens of constitutive communication of organization, the aim of this paper is to investigate with a textual approach how the CSR communication in the energy sector has evolved in the post Covid-19 scenario. Specifically, our attention will be focus on: (1) the exploratory analysis based on the hashtags; (2) the identification of CSR communication topics and (3) the proposal of topics network in order to discover subgroups of topics. Findings of this research show that the CSR communication on Twitter has undergone changes compared to the pre Covid-19 era. Particularly, we identified 11 CSR related-topics which, as the proposed topic network demonstrates, are interconnected. On the one hand, our results corroborate previous research regarding some CSR-related issues; on the other hand, we identified some topics such as safety, people and work which have exploded in Twitter conversations in the post Covid-19 scenario. Finally, this study provides managerial implications for professionals dealing with CSR communication, digital communication and social media marketing activities.

Keywords: CSR communication; Energy firms; Text mining; Topic model; Twitter (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://link.springer.com/10.1007/s43039-022-00050-3 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:ijmark:v:2022:y:2022:i:3:d:10.1007_s43039-022-00050-3

Ordering information: This journal article can be ordered from
https://www.springer.com/journal/43039

DOI: 10.1007/s43039-022-00050-3

Access Statistics for this article

Italian Journal of Marketing is currently edited by Daniele Dalli

More articles in Italian Journal of Marketing from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().