The Role of Social Media in Promoting ESG - A Theoretical Assimilation

Abstract

In recent years, Environmental, Social and Governance (ESG) considerations have gained substantial traction among businesses, investors and stakeholders. This research article delves into the evolving landscape of ESG promotion and investigates the role of social media in shaping ESG-related discourse. Drawing on a theoretical assimilation approach, this study integrates relevant concepts from communication theories and sustainability frameworks to construct a comprehensive framework for understanding the multi-faceted interactions between social media and ESG promotion. The research employs qualitative content analysis to examine how social media platforms facilitate the dissemination of ESG-related information, influence stakeholder perceptions and drive organisational behaviour. By analysing the content and engagement patterns of ESG-related posts across diverse social media platforms, the study identifies key themes, trends and sentiment variations that characterise the online discourse surrounding ESG topics. Furthermore, the research delves into the mechanisms through which social media channels contribute to stakeholder engagement and awareness regarding ESG issues. Theoretical insights are drawn from the diffusion of innovation theory, agenda-setting theory and stakeholder theory to elucidate how social media platforms amplify the reach of ESG initiatives and foster participatory dialogues among various stakeholders. The findings underscore the intricate interplay between social media, ESG promotion and corporate sustainability efforts. The study reveals that while social media can serve as a potent tool for disseminating ESG-related information and shaping public opinion, its effectiveness depends on various factors including content authenticity, message framing, platform selection and stakeholder receptivity. Moreover, the research highlights the potential for social media to induce positive changes in organisational behaviour, encouraging companies to adopt more transparent, responsible and sustainable practices in response to stakeholder expectations. In conclusion, this research contributes to the growing body of literature on ESG communication and digital sustainability by offering a comprehensive theoretical assimilation of the role of social media in promoting ESG considerations. The findings provide valuable insights for businesses, policymakers and communication practitioners seeking to harness the power of social media to advance ESG goals, foster stakeholder engagement and drive positive societal and environmental outcomes.

Keywords: Environmental, Social and Governance (ESG), Social Media, Stakeholder Engagement, Societal and Environmental Outcomes

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