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...