The Role of Social media in enhancing corporate social responsibility communications A Case study on Etihad airways
, Vol.4
, Tenth Issue
PP:13
Authors:
Dr. Merhan Mohsen Tantawi-Assistant Professor,,Faculty of Communication and Information,Al Ain University for Science and Technology
Abstract:
Social Responsibility for Companies (CSR) has become a fundamental and important part of its business segment, which enhances the competitiveness and supports its reputation among its customers in addition to strengthening the relationship with stakeholders.
The purpose of this study is to identify the nature of the employment of the social networking sites Facebook in support of Social Responsibilities communications (CSR) as a strategic tool within its communication Program in "Etihad Airways".
In order to collect the data, a qualitative analysis and case study approach was used. The company selected for case study is “Etihad Airways” because it gained an excellence Awards in the field of social responsibility.
The study revealed that; there is a diversity of social media used by Etihad Airways as part of its work to enhance corporate social responsibility communications toward customers and employees via Facebook, Twitter, YouTube, Instagram and google +, and through this diversity of social media channels. As well as, The company was able to highlight the diversity of the programs and activities of social responsibility which included the recruitment and citizenship, development of services provided to the internal and external customers, environment and sustainable development, humanitarian and charity toward the community.
The study shows also a strong and rapid interaction with the company customers via comments and posts and admiration as published via the social networking page.
Key Words:
Social networking sites, social responsibility, Etihad Airways.
Research Language:
Arabic
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