CSR communication strategies and stakeholder engagement of upscale hotels in social media

Deniz Kucukusta, Mariia Perelygina, Wing Sze Lam

Research output: Journal article publicationJournal articleAcademic researchpeer-review

62 Citations (Scopus)


Purpose: The purpose of this study is to investigate how hotels practice corporate social responsibility (CSR) communication through social media, including which content type and media type receive the highest level of engagement. Two major aspects are considered, namely, CSR communication activity and stakeholder engagement. Design/methodology/approach: The analysis is conducted for Forbes four-star to five-star hotels in Hong Kong. Facebook data are extracted from the property pages of the sample hotels by Netvizz, which is a Facebook data extraction application. The data analysis includes three steps and combines qualitative and quantitative approaches. Findings: The results indicate that the type of information has a significant influence on engagement and has even more of an affect than the message strategy. Although the number of CSR-related posts is significantly lower than marketing-oriented posts, they achieve a comparable level of popularity and engagement. Posts encouraging CSR practices show the highest level of engagement among CSR-related posts. In terms of media and content types, video achieves the highest engagement, and posts related to discounts achieve the highest engagement. Originality/value: This study fills the gap in the current literature by conducting a comparison between marketing and CSR communication strategies on social media. It also provides insights on how to draft more effective CSR messages.

Original languageEnglish
Pages (from-to)2129-2148
Number of pages20
JournalInternational Journal of Contemporary Hospitality Management
Issue number5
Publication statusPublished - 13 May 2019


  • CSR communication
  • Facebook
  • Stakeholder engagement

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


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