One hundred forty characters seems like too small a space for any meaningful information to be exchanged, but Twitter users have found creative ways to get the most out of each Tweet by using different communication tools. This paper looks into how 73 nonprofit organizations use Twitter to...

With the near ubiquity of the organizational website, organizations' online stakeholder relationships have dramatically increased in prevalence, complexity, and financial and strategic importance. To help advance our understanding of these relationships, we introduce and test the...

Though public relations scholarship has often discussed the possibilities of dialogue and engagement using social media, research has not truly explored this dynamic. Instead, research on social media platforms has focused on measuring the content and structure of organizational profiles. This...

There is growing evidence corporate social responsibility (CSR) performance should be understood as something that is not just reported but communicated. Particularly with the advent of social media, CSR is increasingly seen not just in one-way disclosure but in firms' mobilizational efforts,...