ABSTRACT

This chapter focuses on the growing literature on CSR communication in social media and explores how this particular topic is studied and presented in the literature. The review of the literature is based on the selected papers indexed in the Scopus database. The literature review is thematically driven and uses a co-word and co-citation approach to determine the main themes and research foci, which are then further analyzed. The chapter concludes that an idealistic perception of social media with regard to CSR communication is a starting point for most empirical research in this area. However, the overview of the empirical evidence published in the paper reveals that the reality of CSR communication in social media does not necessarily correspond to the dialogic “ideal”. Thus, the theoretical underpinnings of CSR communication in social media might benefit from using a more realistic picture of the power of social media as a platform for symmetrical two-way CSR communication.