Global analysis of Twitter communication in corporate social responsibility area: sustainability, climate change, and waste management

Lucie Kvasničková Stanislavská; Ladislav Pilař; Xhesilda Vogli; Tomas Hlavsa; Kateřina Kuralová; Abby Feenstra; Lucie Pilařová; Richard Hartman; Joanna Rosak-Szyrocka

doi:10.7717/peerj-cs.1390

Global analysis of Twitter communication in corporate social responsibility area: sustainability, climate change, and waste management

PeerJ Comput Sci. 2023 May 18:9:e1390. doi: 10.7717/peerj-cs.1390. eCollection 2023.

Authors

Lucie Kvasničková Stanislavská¹, Ladislav Pilař¹, Xhesilda Vogli¹, Tomas Hlavsa², Kateřina Kuralová¹, Abby Feenstra³, Lucie Pilařová¹, Richard Hartman¹, Joanna Rosak-Szyrocka⁴

Affiliations

¹ Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Prague, Czech Republic.
² Department of Statistics, Faculty of Economics and Management, Czech University of Life Sciences Prague, Prague, Czech Republic.
³ Management Club at the Faculty of Economics and Management, Czech University of Life Sciences Prague, Prague, Czech Republic.
⁴ Department of Production Engineering and Safety, Faculty of Management, Czestochowa University of Technology, Czestochowa, Poland.

Abstract

Many people now consider social media to be an integral part of their daily routines, which has enabled companies to implement successful corporate social responsibility campaigns through these platforms. The direct interaction with stakeholders offered by social media helps companies to build understanding, trust, and their image. The aim of this study was to identify key topics and trends communicated in connection with corporate social responsibility on the Twitter social network from 2017 to 2022. Analysis of 520,638 tweets by 168,134 unique users identified a predominance of environment-related topics: Sustainability, Climate Change, and Waste management. However, Charity remains the largest single topic. Based on the trend analysis, the areas of ESG, Social Impact, and Charity were identified as growth areas in communication, while Green and Philanthropy, on the other hand, were identified as decreasing.

Keywords: Charity; Corporate social responsibility; ESG; Sentiment analysis; Social media analysis; Twitter.

Grants and funding

This study was supported by the Internal Grant Agency (IGA) of FEM CULS in Prague, registration 2023B0006—Using artificial intelligence to analyze communication on social media. The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript.