The aim of this paper is to provide insights about how Social Media might beconsidered as an effective marketing tool to communicate CSR efforts and to create value for firms. After a brief review of the literature concerning CSR and Social Media Strategy from a marketing perspective, we focus on four Italian empirical case studies, two large firms and two SMEs. This paper attempts to provide more knowledge about the CSR-SMEs relationship which is still scant in literature.
Social Media as a laboratory of value creation in the CSR Field / Andrea Moretti; Annamaria Tuan. - CD-ROM. - (2013), pp. N/A-N/A. (Intervento presentato al convegno X Convegno Società Italiana Marketing tenutosi a Milano nel Ottobre 2013).
Social Media as a laboratory of value creation in the CSR Field
Annamaria Tuan
2013
Abstract
The aim of this paper is to provide insights about how Social Media might beconsidered as an effective marketing tool to communicate CSR efforts and to create value for firms. After a brief review of the literature concerning CSR and Social Media Strategy from a marketing perspective, we focus on four Italian empirical case studies, two large firms and two SMEs. This paper attempts to provide more knowledge about the CSR-SMEs relationship which is still scant in literature.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
