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Abstract

This article explores the role of communication in shaping corporate social responsibility (CSR) policies, addressing stakeholders' criticisms of the multinationals' sustainability commitment and in building intangible assets like corporate reputation. Given the challenges posed by institutional pressures as well as pressures of climate change and social media technology, this article suggests that communication—social media—can be used to advance the multinationals' CSR commitment for a more sustainable future in Nigeria's Niger delta. In the era of new media communication, this is redoubled as multinational corporations (MNCs) as well as other stakeholders can effectively and rapidly influence policies and public opinion on social and environmental issues given the reach, speed, and user-generated content application flexibility of social media. Thus, social media can serve as platforms to address sustainability issues, as well as the prolonged poor corporate-stakeholder relations in the region, which is in the shadow of oil exploration and climate change. © 2013 Wiley Periodicals, Inc.