Prioritization of Critical Success Determinants in Corporate Social Responsibility Communication on Social Media: A Best-Worst Method Analysis

This study explores the use of social media (SM) for corporate social responsibility communication (CSR-C), focusing on its effectiveness in engaging stakeholders and enhancing organizational communication. Grounded in Stakeholder Theory and Social Exchange Theory, the research provides a robust theoretical foundation for understanding how CSR-C operates on SM. The primary objective is to identify and prioritize the critical success determinants (CSDs) that influence the efficacy of CSR-C on SM. The study employs a two-step methodology that first identifies nine CSDs through a comprehensive literature review and expert insights. These CSDs are evaluated and ranked using the best-worst method (BWM), an innovative multi-criteria decision-making (MCDM) technique. A tailored online questionnaire, completed by industry experts, facilitated the BWM process, ensuring an expert-driven and precise prioritization of the CSDs. The findings reveal “Sharing Source” as the most influential CSD, emphasizing the importance of credible and trusted sources in disseminating CSR messages. “CSR Co-creation” emerges as the second most critical determinant, highlighting the value of involving stakeholders in designing and promoting CSR initiatives. This research represents a pioneering effort in prioritizing CSDs for CSR-C on SM, offering a structured framework for organizations to enhance their communication strategies. The study underscores the need for strategic content planning, transparency, and interactive engagement to meet the evolving expectations of informed and skeptical stakeholders. By leveraging these insights, organizations can improve the effectiveness of their CSR-C on SM, fostering stronger stakeholder relationships and achieving a more significant impact.