Title: Effect on stakeholders' perception of CSR: analysis of information dynamics through social media

Authors: Andrée Marie López-Fernández; Rajagopal

Addresses: EGADE Business School, Tecnologico de Monterrey, Calle del Puente 222, Col. Ejidos de Huipulco, Delegación Tlalpan, C.P. 14380, Distrito Federal, Mexico ' EGADE Business School, Tecnologico de Monterrey, Calle del Puente 222, Col. Ejidos de Huipulco, Delegación Tlalpan, C.P. 14380, Distrito Federal, Mexico

Abstract: Stakeholders find that corporate social responsibility (CSR) is an important trait in firms and adds value to all parties interested; they are more inclined to purchase products and/or services from firms that are socially responsible and will certainly switch brands if they knew a firm was engaging in questionable practices. However, how are stakeholders' perceptions and ultimate decision-making influenced by CSR related communication, or lack thereof, witnessed on social networking sites? This study contributes to the understanding of stakeholders' decision-making based on firms' involvement in corporate social responsibility practices, by providing insights regarding stakeholder value and business growth of the firm.

Keywords: corporate social responsibility; CSR; social networks; stakeholder value; firm reputation; business growth; Mexico; stakeholder perceptions; information dynamics; social media; social networking sites; SNS; firm growth.

DOI: 10.1504/IJBCG.2015.070662

International Journal of Business Competition and Growth, 2015 Vol.4 No.1/2, pp.24 - 43

Received: 11 Dec 2014
Accepted: 31 Dec 2014
Published online: 16 Jul 2015 *

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