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Contextual Approaches in Communication

Edited By Corina Daba-Buzoianu, Hasan Arslan and Mehmet Ali Icbay

Contexual Approaches in Communication is a collection of papers by researchers from several different institutions on a wide range of communication issues: social responsibility, social media, cyberbullying, interpersonal communication, gender issues and the impact of Facebook, advertising, television and mobese cameras. The book addresses educators, researchers, social students and teachers and it will also be useful to all those who interact, one way or another, with both students and teachers in a communication context.
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Fostering Social Networks for Corporate Social Responsibility Communication: An Exploratory Study on Twitter

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Introduction

Changes in the 21st century business environment are forcing organisations to adapt new mind-setting and management strategies in order to achieve a competitive edge. These changes can generally be observed both in the corporate world and in society. Particularly, emerging advanced communication technologies enable easier access to information, resulting in more sophisticated, info savvy, and conscious individuals. As Kitchen and Uzunoglu (2014: 1) highlighted, “the vital essence of any business – customers - are not only more demanding, but more discerning of what businesses and brands are and what they stand for.” Moreover, from the perspective of Stakeholder Theory (Freeman, 1984), rather than regarding solely customer expectations, it is essential for organisations to consider each stakeholder group, including suppliers, investors, employers, and so on. Defining the stakeholder as (1984: 25) “any group or individual who can affect or is affected by the achievement of the firm’s objectives,” Freeman underlines the necessity of “integrated approaches for dealing with multiple stakeholders on multiple issues” (26). Therefore, building a strong relationship with each stakeholder group is vital to gain their respect (Puncheva, 2008; Zhao, 2014), to enhance loyalty (Finch, 2008; Roberts, 2009) and trust (Bregoli & Del Chiappa, 2013; Dervitsiotis, 2003), and to meet their expectations. In order to achieve/secure all these necessary requirements for survival in this intensely competitive environment, it is inevitable for organisations to build/develop and sustain new strategies, one of which can be identified as corporate social responsibility (CSR) initiatives (Türkel, Uzunoğlu, Kaplan...

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