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.
|Translated title of the contribution||An exploratory study on the use of intertextuality in communicating CSR on corporate social networking sites|
|Original language||Chinese (Simplified)|
|Journal||中国社会语言学 (The journal of Chinese sociolinguistics)|
|Publication status||Published - Jul 2018|
ASJC Scopus subject areas
- Arts and Humanities(all)
- Business, Management and Accounting(all)