Analysis of Twitter posts for evaluation of Corporate Social Responsibility in the leather industry

Abstract

Leather industry is facing the consequences of their historic lack of communication and now are under an increasing pressure to communicate their position and policies with regards to corporate social responsibility (CSR), informing consumers about the corporations’ good intentions and actions to recover clarity and be able to affirm without doubts that responsibly manufactured leather is sustainable. Under this context, this paper aims to examine CSR communication in the leather sector on Twitter identifying the main topics of CSR and the main participants in the creation of content and thus contribute to the development of CSR strategies for the leather industry. A software framework has been implemented in order to manage big text data in the study of CSR and sentiment computational content analysis to classify the tweets as positive, negative, or neutral. The results show that the general public associates leather with the environment, sustainability, and fashion. The general opinion about the leather industry’s CSR is rather neutral. Nonetheless, negative opinions occupy a close second place, and positive opinions are rare. Lastly, alternative bio-materials sneak in the industry reshaping the opinions to more positive ones.

Exploring social responsibility, social marketing and happiness using artificial intelligence, automated text analysis and correspondence analysis

“…When communication on social networks does not highlight the value of companies' CSR policies, the result of the sentiment analysis is likely a neutral opinion on the part of users regarding companies' CSR policies. The conclusion is in line with Pons et al. (2022).…”

“…When communication on social networks does not highlight the value of companies' CSR policies, the result of the sentiment analysis is likely a neutral opinion on the part of users MD 62,2 regarding companies' CSR policies. The conclusion is in line with Pons et al (2022). It is also possible to state that, in general, there is a positive relationship between companies and brands on Twitter that tweet more frequently about CSR with higher overall content dissemination and endorsement levels.…”

“…These studies are combined with topic selection and attempt to understand which topics are most concerning to society and what feelings they provoke in Twitter conversations. Most research highlights environmental concerns (Pons et al, 2021(Pons et al, , 2022Sung et al, 2022). These studies, among others, have endorsed Twitter as a powerful communication tool, especially in CSR, due to its ability to interact in a bidirectional way and achieve participatory dialogues with consumers.…”

A Comprehensive Analysis and Investigation of the Public Discourse on Twitter about Exoskeletons from 2017 to 2023

“…The results of this analysis indicated that social media platforms proved beneficial to the retail industry. The work by Pons et al [83] studied the sentiment associated with the CSR (Corporate Social Responsibility) of the leather industry, which faced backlash due to a lack of communication about their CSR. The authors found that the overall attitude towards the leather industry was neutral.…”