Vol. 1 (2024)
Original Articles

Navigating the challenges of ESG communication on social media

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  • Cecilia Casalegno,
  • Valentina Chiaudano,
  • Mattia Tamiazzo,
  • Philip J. Kitchen
Cecilia Casalegno
Department of Management, University of Turin
Valentina Chiaudano
Department of Management, University of Turin
Mattia Tamiazzo
Department of Management, University of Turin
Philip J. Kitchen
ICN-Artem School of Business

Published 2024-12-16

Keywords

  • ESG,
  • corporate communication,
  • social media,
  • community,
  • impact

Copyright (c) 2024 Cecilia Casalegno, Valentina Chiaudano, Mattia Tamiazzo, Philip J. Kitchen

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

The paper investigates the challenges for effectively communicating corporate Environmental, Social, and Governance (ESG) initiatives on social media. As stakeholder expectations regarding ESG transparency increase, it has become critical to communicate these efforts to various stakeholders, including investors, consumers, employees, and regulators. The study emphasises the challenge of finding the right balance in corporate sustainability communication, as under and over-communication can have negative consequences. Over-communication can lead to accusations of greenwashing, while under-communication can create perceptions of negligence. This research uses a multiple case study approach to analyse the ESG communication practices of top global brands listed in the 2024 Global RepTrak® 100, employing Leximancer, a content analysis tool, to identify key themes and insights. The findings highlight successful communication strategies for promoting stakeholder engagement and upholding corporate reputation in an increasingly digital and interconnected environment. The study contributes to the literature on sustainability communication by offering updated strategies for effective ESG communication, aiding companies in navigating the challenges posed by the digital age.

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