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Organizations have a responsibility to remain accountable to their stakeholders, and thus must have some normative, corporate social responsibility (CSR) communication. The murder of George Floyd elicited an unprecedented response on social media by global corporations. The current study examined the responses by Fortune 500 companies on the unique platform of Instagram to this event and the larger social movement, Black Lives Matter (BLM). Through a comprehensive analysis of these responses, the current study found that the Fortune 500 companies that did respond on Instagram (n = 166, 33.2%) incorporated messages that reflected six motivations for CSR communication (i.e., risk management, organizational functioning, market positioning, civic positioning, moral positioning, and social reform).
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Purtell et al. (2022) studied this question.
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