Campaign and corporate goals in conflict: Exploring company-issue congruence through a content analysis of Coca-Cola’s twitter feed

• Autores: Barbara Miller Gaither, Lucinda Austin
• Localización: Public Relations Review, ISSN-e 0363-8111, Vol. 42, Nº. 4, 2016, págs. 698-709
• Idioma: inglés
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• Resumen

  • Abstract This study explored the role of company-issue congruence in regard to public response to CSR social media messages through the unique case study of Coca-Cola, the world’s largest beverage company, which includes sustainability commitments demonstrative of both high and low company-issue congruence. Counter to existing recommendations for CSR, the findings suggest that CSR initiatives that are highly congruent with a company’s products or services, but to which corporate products or manufacturing processes contribute negatively, are likely to be criticized more heavily and elicit more public skepticism.