Corporate social responsibility (CSR) communication via social media sites: evidence from the German banking industry

Purpose This study aims to explore how banks practice corporate social responsibility (CSR) communication on two popular social media sites (SMSs), Facebook and Twitter. Furthermore, this study examines CSR communication strategies on SMSs, including the levels of communication direction and communication balance. Design/methodology/approach Data were extracted from Facebook and Twitter over a five-year period (2015-2019), and content analysis was performed. The research setting was the German banking industry. Findings The results indicate that the number of banks using SMSs to communicate CSR-information increased over time. Although the majority of banks' messages were not related to CSR, the most-referenced (least-referenced) CSR-theme was "society" ("human rights"). On Facebook, banks employed an interacting CSR communication strategy more often than an informing one when communicating CSR activities; on Twitter banks used a balanced mix of communication strategies. In terms of stakeholder engagement, social media users interacted with banks more frequently on Facebook than on Twitter, and banks made efforts to engage in two-way symmetrical communication. Research limitations/implications Although the sample comprised the most relevant banks in Germany, it was limited to a single national context. Thus, the results may not be generalizable. Originality/value This study makes a significant contribution to the limited literature on banks' CSR communication via SMSs, provides new empirical evidence on the use of CSR communication strategies and extends prior research on the direction and balance of communication. Recommendations are provided for banking communication practitioners.