企业微博的互文性与企业社会责任的传播

This study sets out to investigate how corporations from 2016 Global CSR RepTrak employ intertextuality in their corporate weibo discourse to promote their CSR strategies and the public’s response towards these weibo discourses. An integrated approach is adopted to examine the use of intertextuality and identify its patterns in CSR communication from well received and poorly received weibo posts. It is found that public acceptance towards the CSR weibo posts is relatively poor though both explicit and implicit intertextuality are employed in the CSR communication. Quantitative analysis has further indicated that the frequent use of explicit intertextuality may lead to a decrease in the number of Likes found in the public responses.