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Title: The use of digital media for marketing, CSR communication and stakeholder engagement
Other Titles: Strategic corporate communication in the digital age
Authors: Troise, Ciro
Camilleri, Mark Anthony
Keywords: Communication
Stakeholder management
Social responsibility of business
Corporate culture
Crowd funding
Digital media
Issue Date: 2021
Publisher: Emerald
Citation: Troise, C., & Camilleri, M. A. (2021). The use of the digital media for marketing, CSR communication and stakeholder engagement. In M. A. Camilleri (Ed.), Strategic corporate communication in the digital age. Bingley: Emerald, pp. 161-174. DOI: 10.1108/978-1-80071-264- 520211010
Abstract: The latest advances in digital technologies have changed the way companies communicate with their stakeholders. This chapter explores the businesses’ usage of digital communication channels. It focuses on their utilization of social media for marketing and promotion of products, corporate social responsibility (CSR) practices and stakeholder engagement with financial stakeholders. An exploratory study was carried out on a sample of 167 Italian businesses. It investigated the companies’ websites and their social media accounts. The findings suggest that the Italian businesses are using various social media networks for corporate communication purposes. This descriptive research shows that they are utilizing Facebook, LinkedIn and YouTube, among others, to communicate commercial information and to promote their business. Moreover, they are using Instagram and Twitter to raise awareness about their CSR initiatives. In conclusion, this chapter implies that marketers need to carefully coordinate the use of different digital tools to ensure that they reach their target audiences in an effective manner.
Appears in Collections:Scholarly Works - FacMKSCC

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