Degree Name

MA (Master of Arts)

Program

Brand and Media Strategy

Date of Award

5-2020

Committee Chair or Co-Chairs

Susan Waters

Committee Members

Stephen Marshall, Chase Mitchell

Abstract

This study examines the depth of audience engagement with six dimensions of Corporate Social Responsibility (CSR) via the Instagram platforms of pharmaceutical companies. Recent research on the relationship between CSR and health communication has established a robust link between both variables but created a gap on the level of audience engagement. Drawing on Voluntary Disclosure, Agenda Setting and Media System Dependency theories, this study finds that voluntary communication of CSR strategies has the maximum potential to set the agenda for audience engagement on social media. The remodeled digitization of the media has increased the level of media dependency making social media a tool to be leveraged for effective health communication. The results revealed that Community Volunteering had the strongest impact on total audience engagement and revealed that engagement is higher with image posts than video posts. This study is important for the burgeoning field of CSR in the healthcare industry.

Document Type

Thesis - embargo

Available for download on Friday, March 29, 2024

Share

COinS