الفهرس 
Contents and Determinants of Corporate Social Responsibility Disclosure through Social Media Platforms and their Impact on Firms’ Profitability: An Empirical Study
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Abstract
This research aims to investigate the actual usage of firms’ Facebook pages
for disclosing their Corporate Social Responsibility (CSR) activities, to find if
this disclosing tool is widely adopted in Egypt or not yet. Research sample
includes 32 listed firms in the Egyptian Stock Exchange, with 155 firm-yearly
observations covering the period from 2016 to 2020. The content of corporate
posts shared is manually mapped, to determine the dominant content category of
CSR involvement activities that is disclosed through this medium. An index list
of words related to economic, environmental, and social CSR categories is
constructed to determine and filter the Facebook corporate posts to classify and
count the CSR related disclosures only. Content analysis technique is used to
measure and quantify the CSR posts using the number of posts shared as the unit
of measurement. Determinant firm characteristics of size, leverage, and audit type
are examined to measure their impact on social media-based CSR disclosures.
The direct impact of CSR posts on firms’ profitability is investigated to determine
how the extra visibility and communication of this type of disclosures would
impact the firms’ financial performance. At last, the indirect impact of the
determinant firm characteristics on profitability through the mediating effect of
social media-based CSR disclosures is examined to find if disclosing this type of
information through Facebook would mediate the prementioned association.
The research results found that, we are still at the early stages of voluntary
depending on social media platforms for CSR disclosures. Where, regression
analyses found a significant impact for firm size, financial leverage, and audit
type on the extent of social media-based CSR disclosures, with a significant
positive direct impact for these disclosures made through Facebook pages on
firms’ profitability. Structural Equation Modelling results revealed that, social
media-based CSR disclosures have a significant mediating effect on the
association of the determinant firm characteristics and profitability.