Helping Those Who Help Us: Co-Branded and Co-Created Twitter Promotion in CSR Partnerships

12 Pages Posted: 2 Jun 2018

See all articles by Suzan Burton

Suzan Burton

Western Sydney University - School of Business

Alena Soboleva

Western Sydney University - School of Business

Kate Daellenbach

University of Lethbridge - Faculty of Management

Debra Basil

The University of Lethbridge

Terry Beckman

Athabasca University

Date Written: May 2017

Abstract

Partnerships between brands and non-profit-organisations (NPOs) must be strategically managed for each to maximise their benefit from the relationship. Twitter, with its potential for pass-along of messages, provides an ideal channel for reciprocal promotion within the network of an NPO and its supporting brands. For any one brand within that network, brand building will be amplified if messages are passed on to others using co-branded and/or co-created communications, providing an opportunity for a brand to engage a new audience of consumers who are part of another organisation’s network. This research examines the extent of co-branded and co-created communications by a popular NPO and its network of corporate partners on Twitter and compares that Twitter promotion with promotion of the same activity in traditional news media. The findings revealed surprisingly limited use of Twitter to promote the partnership efforts of brands with the NPO, and only limited evidence of the expected reciprocity between the NPO and its partners. We find even less evidence of co-branded communications between partner brands in the network and no co-created communications. The results have important implications for corporate social responsibility partnerships, suggesting that more innovative use of social media could provide reciprocal benefits from partnerships between brands and NPOs.

Keywords: Co-created communication, Brands, Corporate social responsibility, Reciprocity, Coopetition, Twitter

Suggested Citation

Burton, Suzan and Soboleva, Alena and Daellenbach, Kate and Basil, Debra and Beckman, Terry, Helping Those Who Help Us: Co-Branded and Co-Created Twitter Promotion in CSR Partnerships (May 2017). Journal of Brand Management, Vol. 24, Issue 4, 2017. Available at SSRN: https://ssrn.com/abstract=3188788 or http://dx.doi.org/10.1057/s41262-017-0053-5

Suzan Burton (Contact Author)

Western Sydney University - School of Business ( email )

Locked Bag 1797
Penrith, NSW 2751
Australia

Alena Soboleva

Western Sydney University - School of Business ( email )

Locked Bag 1797
Penrith, NSW 2751
Australia

Kate Daellenbach

University of Lethbridge - Faculty of Management ( email )

4401 University Drive
Lethbridge, Alberta TIK 3M4
Canada

Debra Basil

The University of Lethbridge ( email )

4401 University Dr W
Lethbridge, Alberta AB T1K 6T5
Canada

Terry Beckman

Athabasca University ( email )

Edmonton, Alberta T6H 2H2
United States

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