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Assessing stakeholder network engagement

Assessing stakeholder network engagement With the popularity of social media platforms, firms have now tangible means not only to reach out to their stakeholders, but also to closely monitor those interactions. Yet, there are limited methodological advances on how to measure a firm’s stakeholder networks, and the level of engagement firms have with these networks. Drawn upon the customer engagement and stakeholder theory literature, this study aims to propose an approach to calculate a firm’s stakeholder network engagement (SNE) index.Design/methodology/approachAfter deriving the SNE index formula mathematically, this study illustrates how the SNE index functions using eight firms’ online corporate social responsibility (CSR) networks across four diverse industries.FindingsThis study proposes and illustrates a new approach of capturing the SNE in a stakeholder network for use by academic and practical researchers.Research limitations/implicationsResearchers can use the SNE index to assess engagement in stakeholder networks in various contexts.Practical implicationsManagers can use the SNE index to assess, benchmark and improve the nature and quality of their CSR strategies to derive greater return on their CSR investments.Originality/valueBuilding on the stakeholder, communication and network analysis literatures, this study conceptualises SNE in four theoretical dimensions, namely, diffusion, accessibility, interactivity and influence. Then, an index that measures SNE is mathematically derived and empirically illustrated. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

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References (102)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0309-0566
DOI
10.1108/ejm-12-2018-0842
Publisher site
See Article on Publisher Site

Abstract

With the popularity of social media platforms, firms have now tangible means not only to reach out to their stakeholders, but also to closely monitor those interactions. Yet, there are limited methodological advances on how to measure a firm’s stakeholder networks, and the level of engagement firms have with these networks. Drawn upon the customer engagement and stakeholder theory literature, this study aims to propose an approach to calculate a firm’s stakeholder network engagement (SNE) index.Design/methodology/approachAfter deriving the SNE index formula mathematically, this study illustrates how the SNE index functions using eight firms’ online corporate social responsibility (CSR) networks across four diverse industries.FindingsThis study proposes and illustrates a new approach of capturing the SNE in a stakeholder network for use by academic and practical researchers.Research limitations/implicationsResearchers can use the SNE index to assess engagement in stakeholder networks in various contexts.Practical implicationsManagers can use the SNE index to assess, benchmark and improve the nature and quality of their CSR strategies to derive greater return on their CSR investments.Originality/valueBuilding on the stakeholder, communication and network analysis literatures, this study conceptualises SNE in four theoretical dimensions, namely, diffusion, accessibility, interactivity and influence. Then, an index that measures SNE is mathematically derived and empirically illustrated.

Journal

European Journal of MarketingEmerald Publishing

Published: May 11, 2021

Keywords: Stakeholder relationships; Twitter; Corporate social responsibility; Social media; Metric development; Stakeholder multiplicity theory; Stakeholder network engagement

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