Tweetjacked: The Impact of Social Media on Corporate Greenwash

TitleTweetjacked: The Impact of Social Media on Corporate Greenwash
Publication TypeJournal Article
Year of Publication2013
AuthorsLyon, TP, Montgomery, WA
JournalJournal of Business Ethics
Pagination747 - 757
Date Published12/2013
ISSN Number1573-0697
Keywordsbusiness , BUSINESS ethics , ENVIRONMENTAL ethics
AbstractWe theorize that social media will reduce the incidence of corporate greenwash. Drawing on the management literature on decoupling and the economic literature on information disclosure, we characterize specifically where this effect is likely to be most pronounced. We identify important differences between social media and traditional media, and present a theoretical framework for understanding greenwash in which corporate environmental communications may backfire if citizens and activists feel a company is engaging in excessive self-promotion. The framework allows us to draw out a series of propositions regarding the impact of social media on corporate decisions whether to greenwash, and what channels to use for environmental communication. We conclude with a number of suggestions for future research.
Short TitleJ Bus Ethics
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