Digital Media Communication Strategy Model of Russian Corporate Citizens

Abstract

IT technologies and digital media development influence socialization process of a person and the roles of business corporate actors in it. Social constructivist approach of a mediatized society theories (A. Hepp, U. Hasebrink) based on process sociology (E. Norbert) and neoinstitutional approach (March J. G., Olsen J. P.) formed the methodology of a pilot study. The research method was a quantitative analysis implemented by using artificial intelligence system algorithms to explore citizens involvement in corporate values and practices dissemination through corporate citizens' digital media strategies practiced for corporate social responsibility programs implementation. Thus, the study objective was to explore corporate citizens' effective model of involving digital media strategies. The pilot study was conducted during two weeks: June, 22 - 28 and June, 29 - July, 05, 2022. The results demonstrated the practice of paternalistic model of digital media communication strategies (mostly passive perception by audiences of CSR projects) and lack of user content generated by CSR programs recipients.