Abstract

The study, realized in collaboration with Confindustria, investigates how Italian companies share sustainability content and objectives in order to affirm their corporate image and values. The sharing of content allows companies to involve stakeholders and users in business processes and consumption dynamics and facilitate companies’ social legitimization, increasing their credibility. The research adopts a holistic-integrated sustainability perspective, and the hypotheses are tested through bivariate and multivariate analyses. The paper discusses the critical issues that emerged, especially in the digital environment, showing how companies are underestimating the role of social network sites in promoting sustainable practices, disconfirming previous studies