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ently intend to discuss the benefits (and possible risks
alike) of utilising social media in CSR communication and then compare the
results with the traditional one-way CSR tools. I will support my argumenta-
tion by combining the relevant elements of the much written theories of CSR
communication on one hand and of social media on the other. My study is
driven both by personal interest and aspiration to contribute to the current
knowledge of the subject.
Research Question
Bryman and Bell (2007) suggest following a four-step model when defining a
research question. They represent that the process of selecting a research
question starts by first defining the wider picture, i.e. the conceivable re-
search area and the suitable aspect of that chosen field. Subsequently, the
next step of brainstorming possible themes helps to narrow down the general
idea into more specific research questions. The last stage is to choose the
most appropriate research question in terms of the study. Accordingly, at the
beginning I had only a vague idea of studying something related to CSR com-
munication, but in the course of time it became clearer that the chosen point
of view would be something pertaining to social media. After conducting the
initial literature review discussed earlier and not finding that much evidence
of academic literature combining these two aspects, I decided to initiate my
study by separately analysing the current usage of (1) social media and (2)
the other CSR communication tools in companies’ CSR interaction. The fol-
lowing step would, I thought, be to carry out a comprehensive risk–benefit
analysis for each tool chosen. In other words, the first stage would be to iden-
tify how and to what extent social media and other CSR communication tools
are currently employed and the second step aimed to describe what kind of
potential, to wit risks and benefits, each of them hold. In addition, to be able
to define whether social media is a beneficial supplement to CSR communica-
tion toolbox, the findings would then also be compared between each other.
As a result of the consideration, the following research question is framed
(see Table 1 for further information)

 
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