TY - JOUR
T1 - Does Oil and Goodwill Mix?
T2 - Examining the Oil and Gas Industry’s Impact on Stakeholder Engagement on Facebook
AU - Abitbol, Alan
AU - Meeks, Judson
AU - Cummins, R. Glenn
N1 - Publisher Copyright:
© 2018, © 2018 Informa UK Limited, trading as Taylor & Francis Group.
Copyright:
Copyright 2019 Elsevier B.V., All rights reserved.
PY - 2019/2/17
Y1 - 2019/2/17
N2 - The present study explores how oil and gas companies use Facebook to communicate about community-supporting initiatives and engage stakeholders. Drawing from the company–cause fit and social interactivity literature, we examined the type of message and the language used in company Facebook posts to elicit stakeholder engagement, as measured by the number of likes, shares, and comments. We content analyzed 953 Facebook posts from 12 companies featured on Oil & Gas Journal’s top 50-company list. The results showed that, although oil and gas companies are posting about their CSR-related efforts on Facebook, their lack of two-way messaging and interactive language use are not effectively engaging stakeholders. In terms of theory, this study advances company–cause fit and interactive studies by applying them to the oil and gas industry. In terms of practice, the results highlight the importance of using diverse messaging and interactive language when utilizing Facebook to engage stakeholders.
AB - The present study explores how oil and gas companies use Facebook to communicate about community-supporting initiatives and engage stakeholders. Drawing from the company–cause fit and social interactivity literature, we examined the type of message and the language used in company Facebook posts to elicit stakeholder engagement, as measured by the number of likes, shares, and comments. We content analyzed 953 Facebook posts from 12 companies featured on Oil & Gas Journal’s top 50-company list. The results showed that, although oil and gas companies are posting about their CSR-related efforts on Facebook, their lack of two-way messaging and interactive language use are not effectively engaging stakeholders. In terms of theory, this study advances company–cause fit and interactive studies by applying them to the oil and gas industry. In terms of practice, the results highlight the importance of using diverse messaging and interactive language when utilizing Facebook to engage stakeholders.
KW - Corporate social responsibility
KW - company–cause fit
KW - interactivity
KW - oil and gas industry
KW - social media
UR - http://www.scopus.com/inward/record.url?scp=85058709653&partnerID=8YFLogxK
U2 - 10.1080/17524032.2018.1546751
DO - 10.1080/17524032.2018.1546751
M3 - Article
AN - SCOPUS:85058709653
VL - 13
SP - 192
EP - 208
JO - Environmental Communication
JF - Environmental Communication
SN - 1752-4032
IS - 2
ER -