'Responsible Business in Social Media: Towards New Forms of Interaction?'

摘要

The internet and social media has been defined as some of the most important accountability mechanisms of the 21st century changing the way corporations relate to civil society (Zadek, 2003). Although the role of institutional and normative determinants for the institutionalization of Corporate Social Responsibility (CSR), such as social pressure by activist groups and via media, is increasingly pointed out in academia (e.g.Campbell, 2007; Castello and Lozano, 2011; Gond and Matten, 2007; Schultz and Wehmeier, 2010), relatively little attention has been paid to the role of social media and the new internet technologies so far.