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Grant support

The authors gratefully acknowledge funding from the Ministerio de Ciencia, Innovacion y Universidades [ECO2016-77579], Comunidad de Madrid (H2015/HUM-3353), FEDER UNC315-EE-3636, the Catedra UAM-Auditores Madrid, and from UC3M-Twittiment.

Analysis of institutional authors

Gomez-Carrasco, PCorresponding AuthorOsma, BgAuthor

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Article

Stakeholders versus Firm Communication in Social Media: The Case of Twitter and Corporate Social Responsibility Information

Publicated to:European Accounting Review. 30 (1): 31-62 - 2021-01-01 30(1), DOI: 10.1080/09638180.2019.1708428

Authors: Gomez-Carrasco, Pablo; Guillamon-Saorin, Encarna; Garcia Osma, Beatriz

Affiliations

Univ Autonoma Madrid, Dept Accounting, Fco Tomas y Valiente 5, E-28049 Madrid, Spain - Author
Univ Carlos III Madrid, Dept Business Adm, Madrid, Spain - Author

Abstract

Building on legitimacy theory and prior work on stakeholder management, we study firm Corporate Social Responsibility (CSR) communication in social media. In particular, we analyze the content of over a million microblogs on Twitter relating to CSR in the banking industry. We focus on key issues considered by banks in their CSR reports, which we classify into Core or Supplementary depending on their connection with core business activities. We find that the use of Twitter to communicate CSR information in social media suggests that significant differences exist between the information interests of companies and stakeholders. Outside stakeholders focus on Core CSR issues, whilst firm insiders are relatively more likely to communicate Supplementary CSR issues. Firm insiders' information dissemination appears biased towards favorable information, and consistent with a legitimacy-based use of social media. Event studies conducted on dates with significant exogenous CSR news confirm the findings of 'parallel' talking, and no resemblance in the CSR issues communicated by firms and stakeholders in social media.

Keywords

AccountabilityActivismBanking industryCorporate social responsibility (csr)CsrDialogueDisclosureImpression managementLegitimacyMovementsReputationSocial mediaStakeholder managementTrust

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal European Accounting Review due to its progression and the good impact it has achieved in recent years, according to the agency Scopus (SJR), it has become a reference in its field. In the year of publication of the work, 2021, it was in position , thus managing to position itself as a Q1 (Primer Cuartil), in the category History. Notably, the journal is positioned above the 90th percentile.

From a relative perspective, and based on the normalized impact indicator calculated from World Citations provided by WoS (ESI, Clarivate), it yields a value for the citation normalization relative to the expected citation rate of: 10.53. This indicates that, compared to works in the same discipline and in the same year of publication, it ranks as a work cited above average. (source consulted: ESI Nov 14, 2024)

This information is reinforced by other indicators of the same type, which, although dynamic over time and dependent on the set of average global citations at the time of their calculation, consistently position the work at some point among the top 50% most cited in its field:

  • Weighted Average of Normalized Impact by the Scopus agency: 82 (source consulted: FECYT Feb 2024)
  • Field Citation Ratio (FCR) from Dimensions: 28.64 (source consulted: Dimensions Jun 2025)

Specifically, and according to different indexing agencies, this work has accumulated citations as of 2025-06-11, the following number of citations:

  • WoS: 70
  • Scopus: 82
  • Google Scholar: 123
  • OpenCitations: 58

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-06-11:

  • The use, from an academic perspective evidenced by the Altmetric agency indicator referring to aggregations made by the personal bibliographic manager Mendeley, gives us a total of: 257.
  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 253 (PlumX).

With a more dissemination-oriented intent and targeting more general audiences, we can observe other more global scores such as:

  • The Total Score from Altmetric: 8.4.
  • The number of mentions on the social network X (formerly Twitter): 7 (Altmetric).

It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

  • The work has been submitted to a journal whose editorial policy allows open Open Access publication.
  • Assignment of a Handle/URN as an identifier within the deposit in the Institutional Repository: https://repositorio.uam.es/handle/10486/712885

Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (GOMEZ CARRASCO, PABLO) and Last Author (GARCIA OSMA, BEATRIZ).

the author responsible for correspondence tasks has been GOMEZ CARRASCO, PABLO.