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Social media are used by organisations for marketing, advertising, public relations, recruitment, research, product/ service testing and review, idea generation, feedback, and occasionally, complaint handling ( Aggarwal et al., 2011 ; Aral et al., 2013 ). However, this has ‘barely scratched the surface of what is coming and what is possible’ ( Aral et al., 2013 : 3). There is ‘growing importance of social media as a strategic tool among organisations’ ( Parveen, 2012 : 3), as it can revolutionise how organisations engage with the market and
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3. Baptista, J
: ‘behaviour’ measures of CSP; Kinder, Lydenberg, Domini (KLD) measures; Council on Economic
Priorities (CEP) index
Marketing-based measures: market return on security; excess market return of stock; abnormal market returns
Accounting-based indicators: firm’s return on assets (ROA); return on equity (ROE); earnings per share (EPS)
Perceptual measures of CFP: firm’s ‘soundness of financial position’; ‘wise use of corporate assets’; ‘financial goal achievement relative to competitors’
We present our findings in the following