Campaign and corporate goals in conflict: Exploring company-issue congruence through a content analysis of Coca-Cola's twitter feed

This study explored the role of company-issue congruence in regard to public response to CSR social media messages through the unique case study of Coca-Cola, the world's largest beverage company, which includes sustainability commitments demonstrative of both high and low company-issue congruence. Counter to existing recommendations for CSR, the findings suggest that CSR initiatives that are highly congruent with a company's products or services, but to which corporate products or manufacturing processes contribute negatively, are likely to be criticized more heavily and elicit more public skepticism. (C) 2016 Elsevier Inc. All rights reserved.