Examining Public Response to Corporate Social Initiative Types: A Quantitative Content Analysis of Coca-Cola's Social Media. (December 2016)

• Record Type: Journal Article
• Authors: Austin, Lucinda L.; Gaither, Barbara Miller
• Is Part Of: Social marketing quarterly. Volume 22:Number 4(2016:Dec.)
• Page Start: 290
• Page End: 306
• Publication Date: 2016-12
• Subjects: corporate social responsibility -- corporate social marketing -- corporate social initiatives -- sustainability -- obesity -- social media -- stakeholders; Social marketing -- Periodicals; 658.8
• DOI: 10.1177/1524500416642441
• Languages: English
• ISSNs: 1524-5004

Abstract

Corporate social initiatives (CSIs) are increasingly important in boosting public acceptance for companies, and emerging research suggests corporate social marketing (CSM) could be the most effective type of CSI. However, scholars caution that CSM is not a one-size-fits-all. Through a content analysis of Coca-Cola's social media posts on potentially controversial topics related to sustainability, health, and social change, this study explores how CSI type and message content influence public response to an organization's social media corporate social responsibility posts. Posts emphasizing socially responsible business practices generally received the most favorable public response, while posts focused on cause promotion were received the most negatively. Findings also suggest that CSM is less effective when the issue and advocated behavior change appears to be acting against the company's interests.