Do firms manage their CSR reputation? Evidence from Twitter

• Main Authors: CROWLEY, Richard M., HUANG, Wenli, LU, Hai, LUO, Wei
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2019
• Subjects: Social media; Twitter; Dissemination; Corporate social responsibility; Prosocial; Environment; Accounting; Social Media
• Online Access: https://ink.library.smu.edu.sg/soa_research/1966; https://ink.library.smu.edu.sg/context/soa_research/article/2993/viewcontent/SSRN_id3472473.pdf
• Institution: Singapore Management University

Using a machine learning approach to process 11 million tweets posted by S&P 1500 firms from 2011 through 2016, we find that poor CSR performance firms tweet more about CSR activities and use tweets that are shorter, and with more passive voice and extreme tone. Good CSR performance firms tweet...