The role of social media in sustainability reporting: A study based on qualitative interviews

Technological advancements have fundamentally transformed how companies disseminate information (Manetti & Bellucci, 2016; Di Tullio et al., 2021). Despite growing research on social media use in sustainability disclosure, little is known about its internal organisational dynamics, especially the collaboration between sustainability and social media managers (Pennesi & Giuliani, 2025). Moreover, new regulations such as the CSRD stress consistency across communication channels. This study investigates the relationship between sustainability reporting and social media communication, focusing on how companies, through their sustainability managers and social media managers, interpret, manage, and integrate these two activities to pursue consistency, transparency, and stakeholder engagement.