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La communication de la philanthropie corporative en tant que stratégie de légitimation: une étude du domaine hôtelier.
Academic Journal
This research highlights that corporate philanthropy represents a tool influencing the legitimacy (Suchman, 1995) of these companies provided that it creates a private foundation. To do so, a case study aimed at analyzing the communication on the Twitter network of hotel companies was conducted in two stages. The first quantitative analysis highlights that the communication of philanthropic actions via tourism foundations grants more legitimacy than the communication made by companies without a foundation and a dedicated Twitter account. The second qualitative study allows us to understand the nature of this legitimacy, namely that an economic and socio-political legitimacy is shared by a philanthropic fabric. Thus, a trend towards isomorphism of practices appears. [ABSTRACT FROM AUTHOR]