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Organisations non-gouvernementales et médias sociaux : quelle perception de l'irresponsabilité sociale des entreprises ?

Abstract : Research on corporate social responsibility is extensive and continues to be attractive for academics and professionals. But very few studies are interested in the opposite concept, i.e. the social irresponsibility of companies. Yet companies in all sectors are often criticized by consumer associations for their irresponsible behaviors. Then, the purpose of this study is to explore the concept of corporate social irresponsibility through the study of the impact of non-governmental organizations in social media on the opinions of consumers (Internet users). Based on a netnography, three major results have emerged: (1) a form of gratitude towards the NGO that does not exclude questioning its legitimacy; (2) social media increases the activist performance of the NGO and (3) the NGO plays a key role in the life of the community around it. Finally, we describe the managerial implications and future research paths.
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https://hal.archives-ouvertes.fr/hal-02569854
Contributor : Isabelle Celet <>
Submitted on : Monday, May 11, 2020 - 4:02:09 PM
Last modification on : Tuesday, May 12, 2020 - 1:45:12 AM

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  • HAL Id : hal-02569854, version 1

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Aurore Hadamitzki, Lydie Nguyen, Jean-François Toti. Organisations non-gouvernementales et médias sociaux : quelle perception de l'irresponsabilité sociale des entreprises ?. Jean-Claude Andreani (ed.); Umberto Collesei (ed.). 18th International Marketing Trends Conference, Jan 2019, Venice, Italy. Paris-Venice Marketing Trends Association, 2019, 9782953281125. ⟨hal-02569854⟩

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