Social business diffusion in tourism: insights from the social network of Italian B-Corporations

In the evolving landscape of tourism and the broader modern economy, social innovation has emerged as a pivotal strategy for fostering sustainable development and societal advancement. Within this framework, B-Corporations represent a unique model integrating social and environmental objectives with business performance. Using a qualitative content analysis approach, this study examines how Italian Tourism B-Corporations leverage social network platforms to diffuse their social innovation ethos. By systematically analysing the communication strategies of these companies across multiple social network channels, this research identifies key themes and patterns that characterise their digital engagement and dissemination efforts. The findings reveal that Tourism B-Corporations strategically employ storytelling, stakeholder engagement, and sustainability-driven narratives to enhance their brand identity and maximise social impact. By bridging theoretical insights with empirical evidence, this research contributes to the ongoing discourse on social business innovation, providing valuable implications for scholars, policymakers, and practitioners seeking to integrate sustainability within corporate communication strategies.