Social Media as a laboratory of value creation in the CSR Field

Abstract

The aim of this paper is to provide insights about how Social Media might beconsidered as an effective marketing tool to communicate CSR efforts and to create value for firms. After a brief review of the literature concerning CSR and Social Media Strategy from a marketing perspective, we focus on four Italian empirical case studies, two large firms and two SMEs. This paper attempts to provide more knowledge about the CSR-SMEs relationship which is still scant in literature