What question did this study set out to answer?

This study aims to explore how stakeholder engagement images are constructed by German companies on social media, particularly in the context of CSR.

Aspiration, appearance, argumentation or attack? Reconstructing stakeholder engagement images of German industrial companies on social media

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Qualitative analysis explores how German companies use stakeholder engagement images on Twitter, suggesting implications for CSR practices.

This study aims to explore how stakeholder engagement images are constructed by German companies on social media, particularly in the context of CSR.
Qualitative analysis of tweets from companies listed on the German DAX index
Analysis of conversations using key hashtags associated with climate activism
Development of a framework characterizing stakeholder engagement images based on dialogue and societal expectations.
Identification of four stakeholder engagement images: Aspiration, Appearance, Argumentation, and Attack.
The Aspiration image fosters transformative discussions despite not translating into action.
The Attack image reflects one-sided conflicts with minimal interaction.

Niehoff et al. (2026) studied this question.

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Qualitative analysis explores how German companies use stakeholder engagement images on Twitter, suggesting implications for CSR practices.