#5291. “Are they allowed to do that?” Content and typology of corporate socio-political positioning on TWITTER. A study of DAX-30 companies in Germany

August 2026publication date
Proposal available till 12-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Communication;
Organizational Behavior and Human Resource Management;
Marketing;
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Abstract:
In the USA, corporate attitude communication has been identified as an irreversible trend. Outside the USA, it is a comparatively new phenomenon. We have conducted a content-analytical study on the publicly communicated socio-political positioning of DAX-30 corporations and their CEOs in Germany. Based on the Corporate Social Advocacy (CSA) approach, our results reveal a typology of different strategies.
Keywords:
CEO communication; Corporate Political Activity (CPA); Corporate Social Advocacy (CSA); Corporate Social Responsibility (CSR); Socio-political controversy; Socio-political issues; TWITTER

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