Exploring nonprofit-business partnerships on Twitter from a network perspective

Chuqing Dong, Hyejoon Rim

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

This exploratory study attempts to understand the role of nonprofits and their position in corporate social responsibility (CSR) partnership communication. Employing social network analysis, the study identifies and interprets the network strategies used by top U.S. nonprofits in communicating about their CSR partnerships on Twitter. The results show that although all the nonprofit issue sectors disclosed extensive business partnerships, they selectively mobilize communication with certain business partners. The present study extends the network approach in a CSR context. Theoretical and practical implications were discussed.

Original languageEnglish (US)
Pages (from-to)104-118
Number of pages15
JournalPublic Relations Review
Volume45
Issue number1
DOIs
StatePublished - Mar 2019

Keywords

  • CSR
  • Cross-sector social partnership (CSSP)
  • Nonprofit organizations
  • Social network analysis

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