CSR Authenticity During Disruptive Events: Exploring Social Media Evaluations of Tesla's Ventilator Initiative in Response to COVID-19

Corporate social responsibility (CSR) initiatives have increasingly become subject to authenticity evaluations on social media. Whilst CSR initiatives are evaluated as authentic if they were perceived to genuinely address societal issues and needs, it is unclear, however, how a disruptive event would change the way stakeholders perceive a company's CSR authenticity. Disruptive events have unique features of urgency, scarcity and uncertainty, which may make stakeholders expect companies to organize their CSR initiatives in different ways in order to be perceived as authentic. Hence, this study aims to explore the conceptualization of CSR authenticity during a disruptive event by analyzing social media evaluations of CSR initiatives. This paper presents the outcomes of an abductive analysis of Twitter evaluations about a respiratory-ventilator production initiative of Tesla in response to the COVID-19 crisis. Our findings suggest that three dimensions constitute CSR authenticity during a disruptive event: responsiveness, reliability and motivation. Disruptive events direct the attention of social media users to certain dimensions of CSR authenticity. We discuss the meaning and salience of these dimensions and conclude by implications for theory and practice.