Running head: SELECTING RESEARCH DIRECTION AND QUESTIONS 1
SELECTING RESEARCH DIRECTION AND QUESTIONS 11
Selecting Research Direction and Questions
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Article I Journal Title: Achieving consumer trust on Twitter via CSR communication
The research seeks to establish means that can be used by companies to relay information on corporate social responsibility on social media platforms particularly twitter in an effective manner. It suggests that the involvement of the consumers and the consumer’s own processing mechanisms have a very vital role in so far as an evaluation of the trustworthiness of the companies is concerned.
The topic explored is very relevant since we have seen a continuous trend where various organizations are becoming more and more under pressure when it comes to communicating organizational policies and organizational positions as pertains to corporate social responsibility (CSR). Every market segment needs to be informed about the organization’s good intentions as well as actions so as to have an impression that the corporation is trustworthy. This implies that the market demand that their corporations engage them through dialogue. Notably, the existing academic literature does not have empirical research that seeks to examine impact of asymmetric versus symmetric communication strategies to the consumers.
