The communication of CSR activities via social media A qualitative approach to identify opportunities and challenges for small and medium-sized enterprises in the agri-food sector

Abstract

Within this paper we analyze a state-of-the-art type of corporate social responsibility (CSR) communication, communication via social media. This type of communication with stakeholders is of growing importance. Opportunities and challenges of communication through social media channels are identified with special emphasis on small and medium-sized enterprises (SMEs) in the agri-food sector. 8 expert interviews were conducted on the basis of a broad literature review. The results of the qualitative interviews are analyzed by means of a comprehensive computer aided qualitative content analysis. The study enables the reader to get insights into the current situation regarding the implementation of CSR communication through social media channels in SMEs. Opportunities and threats of the application of social media are identified. The results are compared with relevant findings from literature.