The influence/role of company’s - social media generated content on CSR towards/in its employee's job satisfaction. The case of juwi AG, Germany

Communication is the most crucial aspect of corporate social responsibility (CSR). Companies must be socially responsible, but they must also inform their target audience about their efforts. If CSR initiatives are adequately conveyed to all stakeholders, they can produce gratifying results. According to marketing literature, social media is a powerful and effective instrument for long-term commercial communication. People utilize social media as a free resource for gathering information and expressing their thoughts and ideas. In today's digital world, businesses must be present on social media and use it to engage diverse stakeholders and build competitive advantage (Urlaub, 2012). According to statistics, around 2.9 billion people globally use Facebook, 2 billion use Instagram, and 810 million use LinkedIn (Campbell, 2022). This data exemplifies social media's enormous potential for CSR communication in the current era. Social media communication is more transparent and effective in encouraging positive stakeholder behavior. Many academics have looked at the extent of Corporate Social Responsibility (CSR), usually from the standpoint of management or customers. On the other hand, the present study will look at the impact of social media CSR communication on work satisfaction. The employees of a medium-sized renewable energy company in Germany were the subject of this study, which was conducted using an online structured questionnaire. By Emphasizing the importance of social media for effective CSR communication, this survey investigated the influence of juwi's CSR media-generated content among its employees. The study demonstrates how CSR for workers may have a unique impact on employees' overall perceptions and expectations of the firm .