GREEN TALK AND GREEN WALK: HOW OIL COMPANIES POSITION THEMSELVES IN SOCIAL MEDIA?


AKTURAN U.

9th Annual Conference of the EuroMed-Academy-of-Business, Warszawa, Polonya, 14 - 16 Eylül 2016, ss.51-63 identifier

  • Basıldığı Şehir: Warszawa
  • Basıldığı Ülke: Polonya
  • Sayfa Sayıları: ss.51-63

Özet

Greenwashing is a deceptive action done to manipulate the public opinion on being green. In other words, it is a discrepancy between "green talk" and "green walk". It is highly common especially in controversial industries. As being a controversial industry, oil companies turn to corporate social responsibility (CSR) to obtain legitimacy. The aim of this research is to explore how oil companies position themselves in social media. On that ground the social media postings-messages, pictures and videos-of the World's top ten oil companies were analyzed. As a conclusion, "green talk" patterns for oil companies were revealed.