Sustainability Communication of Nestlé on Twitter in the German and French Context

Clarissa Glück; Marie Steffens

Sustainability Communication of Nestlé on Twitter in the German and French Context

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

Abstract

This paper examines the differences in sustainability communication of the two Twitter profiles, Nestlé Germany and Nestlé France.
The world's largest food company Nestlé is faced with the challenge of maintaining legitimacy towards international stakeholders through
sustainability issues. The question arises whether the company is using the theory of cultural dimensions, which is widespread in
management (Hofstede et al., 2010), in order to communicate sustainability in international markets in a target group-oriented manner.
This also would be the case for the important European markets Germany and France. Additionally, the different classification of the
two countries in the Food Sustainability Index 2019 raises the question of whether food sustainability is weighted differently in the two
countries and whether communication about it is different.

Original language	English
Title of host publication	Proceedings of the 8th Conference on Computer-Mediated Communication (CMC) and Social Media Corpora (CMC-Corpora 2021)
Editors	Iris Hendrickx, Lieke Verheijen, Lidwien van de Wijngaert
Place of Publication	Nijmegen
Publisher	Radboud University
Pages	42-46
Number of pages	5
Publication status	Published - 2021

Keywords

sustainability communication
Twitter
cultural dimensions

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Sustainability CommunicationFinal published version, 318 KBLicence: CC BY

Cite this

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title = "Sustainability Communication of Nestl{\'e} on Twitter in the German and French Context",

abstract = "This paper examines the differences in sustainability communication of the two Twitter profiles, Nestl{\'e} Germany and Nestl{\'e} France.The world's largest food company Nestl{\'e} is faced with the challenge of maintaining legitimacy towards international stakeholders throughsustainability issues. The question arises whether the company is using the theory of cultural dimensions, which is widespread inmanagement (Hofstede et al., 2010), in order to communicate sustainability in international markets in a target group-oriented manner.This also would be the case for the important European markets Germany and France. Additionally, the different classification of thetwo countries in the Food Sustainability Index 2019 raises the question of whether food sustainability is weighted differently in the twocountries and whether communication about it is different. ",

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publisher = "Radboud University",

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Sustainability Communication of Nestlé on Twitter in the German and French Context. / Glück, Clarissa; Steffens, Marie.
Proceedings of the 8th Conference on Computer-Mediated Communication (CMC) and Social Media Corpora (CMC-Corpora 2021). ed. / Iris Hendrickx; Lieke Verheijen; Lidwien van de Wijngaert. Nijmegen: Radboud University, 2021. p. 42-46.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

TY - GEN

T1 - Sustainability Communication of Nestlé on Twitter in the German and French Context

AU - Glück, Clarissa

AU - Steffens, Marie

PY - 2021

Y1 - 2021

N2 - This paper examines the differences in sustainability communication of the two Twitter profiles, Nestlé Germany and Nestlé France.The world's largest food company Nestlé is faced with the challenge of maintaining legitimacy towards international stakeholders throughsustainability issues. The question arises whether the company is using the theory of cultural dimensions, which is widespread inmanagement (Hofstede et al., 2010), in order to communicate sustainability in international markets in a target group-oriented manner.This also would be the case for the important European markets Germany and France. Additionally, the different classification of thetwo countries in the Food Sustainability Index 2019 raises the question of whether food sustainability is weighted differently in the twocountries and whether communication about it is different.

AB - This paper examines the differences in sustainability communication of the two Twitter profiles, Nestlé Germany and Nestlé France.The world's largest food company Nestlé is faced with the challenge of maintaining legitimacy towards international stakeholders throughsustainability issues. The question arises whether the company is using the theory of cultural dimensions, which is widespread inmanagement (Hofstede et al., 2010), in order to communicate sustainability in international markets in a target group-oriented manner.This also would be the case for the important European markets Germany and France. Additionally, the different classification of thetwo countries in the Food Sustainability Index 2019 raises the question of whether food sustainability is weighted differently in the twocountries and whether communication about it is different.

KW - sustainability communication

KW - Twitter

KW - cultural dimensions

M3 - Conference contribution

SP - 42

EP - 46

BT - Proceedings of the 8th Conference on Computer-Mediated Communication (CMC) and Social Media Corpora (CMC-Corpora 2021)

A2 - Hendrickx, Iris

A2 - Verheijen, Lieke

A2 - Wijngaert, Lidwien van de

PB - Radboud University

CY - Nijmegen

ER -

Sustainability Communication of Nestlé on Twitter in the German and French Context

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Keywords

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