This research highlights that corporate philanthropy is a tool that influences the legitimacy (Suchman 1995) of companies practicing it, provided that they create a private foundation. A two-stage case study was conducted, aimed at analyzing communication on the Twitter feeds of hotel companies. The first quantitative analysis highlights that communicating philanthropic actions via tourism foundations grants more legitimacy than when companies communicate without a foundation or a dedicated Twitter account. The second qualitative study allows us to understand the nature of this legitimacy, namely that economic and sociopolitical legitimacy is shared through the fabric of philanthropy. Thus, a trend towards the isomorphism of practices appears.
Journal article
The communication of corporate philanthropy as a legitimization strategy: A study of the hotel industry
Pages 15 to 34
Cite this article
- ROBINOT, Élisabeth.,
- TRESPEUCH, Léo.,
- ZARAGOZA SANCHEZ, David.
- Robinot, Élisabeth.,
- et al.
- Robinot, É.,
- Trespeuch, L.
- and Zaragoza Sanchez, D.
https://doi.org/10.3917/mav.128.0015
English
