EZE, George Ogazi Mani,
IHUNDA, Esther,
AFIESIMAMA, Christiana
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EZE, George Ogazi Mani
Corresponding Author
Department of Mass Communication, Faculty of Humanities, Ignatius Ajuru University of Education, Port Harcourt, Nigeria.
ORCID: 0009-0008-6765-6123
Correspondence: george.eze@iaue.edu.ng
IHUNDA, Esther
Department of Mass Communication, Faculty of Humanities, Ignatius Ajuru University of Education, Port Harcourt, Nigeria.
ORCID: 0009-0000-4993-1162
AFIESIMAMA, Christiana
Department of Mass Communication, Faculty of Humanities, Ignatius Ajuru University of Education, Port Harcourt, Nigeria
ORCID: 0009-0004-6479-6682
Abstract
The swift rise of digital platforms has reshaped how Corporate Social Responsibility (CSR) is communicated and has heightened the impact of digital activism on the reputation and accountability of NNPCL and Dangote Group. This study examined the relationship between CSR and digital activism by comparing the communication strategies of these organisations on Meta and X Corp. Utilising stakeholder theory and dialogic communication theory, the research explores how companies frame their CSR efforts, react to activist pressures, and navigate reputational risks within the unique structures and algorithms of each platform. Through qualitative approach and digital discourse analysis, the study examined select CSR-related posts and activist interactions on both platforms from 2022 to 2025. The results showed notable differences in tone, interactivity, and responsiveness. On Meta-owned platforms, organisations often employed visually engaging storytelling and community-focused narratives that highlighted empathy and inclusivity. Conversely, communication on X was typically more immediate, reactive, and centered on specific issues, mirroring the platform’s fast-paced discursive culture and its vulnerability to viral activism. The study also revealed that digital activism increasingly influenced CSR messaging, pushing organisations to embrace more transparent, dialogic, and participatory communication approaches. However, the features of each platform and their algorithmic frameworks affected the depth of engagement and the sustainability of dialogue. By shedding light on the differing communication patterns across Meta and X, this research adds valuable insights to the growing field of digital public relations, platform governance, and corporate accountability in our interconnected society.
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