Comunicación de la responsabilidad social empresarial de las empresas de América Latina en Facebook: estudio comparativo con las empresas globales
DOI:
https://doi.org/10.5294/pacla.2020.23.2.7Keywords:
Internet, social media, communication, social responsibility, business.Abstract
Disseminating Latin American Companies’ Corporate Social Responsibility on Facebook: A Comparative Study with Global Companies
Comunicação da responsabilidade social empresarial das empresas da América Latina no Facebook: estudo comparativo com as empresas globais
The new Latin American organizational context changed the way companies relate to audiences. Corporate social responsibility (CSR) can help Latin American companies to better integrate into their social environment and strengthen relations with their audiences. Social media, particularly Facebook, can be key tools for disseminating CSR endeavors, as they positively contribute to corporate reputation. This study intends to analyze CSR communication on Facebook by major Latin American companies. The research includes a comparative analysis of these companies and reveals that they deal with social issues less often than economic issues on Facebook. Companies use Facebook as a broadcasting medium rather than as a communication channel for their CSR, so a more interactive and dialogic approach is needed for this social media website.
Para citar este artículo / to reference this article / para citar este artigo
Capriotti, P. y Zeler, I. (2020). Comunicación de la responsabilidad social empresarial de las empresas de América Latina en Facebook: estudio comparativo con las empresas globales. Palabra Clave, 23(2), e2327. https://doi.org/10.5294/pacla.2020.23.2.7
Recibido: 01/05/2018
Aceptado: 08/01/2019
Publicado: 17/02/2020
Downloads
References
Abitbol, A. & Lee, S. Y. (2017). Messages on CSR-dedicated Facebook pages: What works and what doesn’t. Public Relations Review, 43(4), 796-808. http://doi.org/10.1016/j.pubrev.2017.05.002
Alburquerque Llorens, F. (2004). Desarrollo económico local y descentralización en América Latina. Revista de la Cepal, 82, 157-171. Recuperado de http://observ-ocd.org/sites/observ-ocd.org/files/publicacion/docs/350_177.pdf
Capriotti, P. (2011). Communicating corporate social responsibility through the internet and social media. En Ø. Ihlen, J. L. Bartlett & S. May (Eds.), The handbook of communication and corporate social responsibility (pp. 358-378). Boston, EE. UU.: Wiley-Blackwell. http://doi.org/10.1002/9781118083246
Capriotti, P. (2017). The world wide web and the social media as tools of CSR communication. En S. Diehl, M. Karmasin, B. Mueller, R. Terlutter & F. Weder (Eds.), Handbook of integrated CSR communication (pp. 193-2010). Cham, Alemania: Springer. http://doi.org/10.1007/978-3-319-44700-1
Capriotti, P., Carretón, C. & Castillo, A. (2016). Testing the level of interactivity of institutional websites: From museums 1.0 to museums 2.0. International Journal of Information Management, 36(1), 97-104. http://doi.org/10.1016/j.ijinfomgt.2015.10.003
Capriotti, P. & Moreno, Á. (2007). Corporate citizenship and public relations: The importance and interactivity of social responsibility issues on corporate websites. Public Relations Review, 33(1), 84-91. http://doi.org/10.1016/j.pubrev.2006.11.012
Capriotti, P. & Pardo Kuklinski, H. P. (2012). Assessing dialogic communication through the internet in Spanish museums. Public Relations Review, 38(4), 619-626. http://doi.org/10.1016/j.pubrev.2012.05.005
Carroll, A. B. (1999). Corporate social responsibility. Business and Society, 38(3), 268-295. https:/doi.org/10.1177/000765039903800303
Carroll, A. B. (2016). Carroll’s pyramid of CSR: taking another look. International Journal of Corporate Social Responsibility, 1(1). https://doi.org/10.1186/s40991-016-0004-6
Cho, M., Furey, L. D. & Mohr, T. (2016). Communicating corporate social responsibility on social media: Strategies, stakeholders, and public engagement on corporate Facebook. Business and Professional Communication Quarterly, 80(1), 52-69. http://doi.org/10.1177/2329490616663708
Cortado, F. J. & Chalmeta, R. (2016). Use of social networks as a CSR communication tool. Cogent Business & Management, 3(1), 1187783. https://doi.org/10.1080/23311975.2016.1187783
Devaney, E. (2015). Social media benchmarks report 2015. Recuperado de https://cdn2.hubspot.net/hub/53/file-2415418647-pdf/00-OFFERS-HIDDEN/social-media-benchmarks-2015.pdf?t=1423113374840
Dijkmans, C., Kerkhof, P. & Beukeboom, C. J. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58-67. https://doi.org/10.1016/j.tourman.2014.09.005
Eisenegger, M. & Schranz, M. (2011). Reputation management and corporate social responsibility. En Ø. Ihlen, J. L. Bartlett & S. May (Eds.), The handbook of communication and corporate social responsibility (pp. 129-146). Sussex, RU: Wiley-Blackwell.
Esrock, S. L. & Leichty, G. B. (1998). Social responsibility and corporate web pages: Self-presentation or agenda-setting? Public Relations Review, 24(3), 305-319. https://doi.org/10.1016/S0363-8111(99)80142-8
Estudio de Comunicación. (2017). Presencia de las empresas del Ibex35 en el entorno digital. Recuperado de https://www.estudiodecomunicacion.com/servicios/presencia-de-las-empresas-del-ibex35-en-el-entorno-digital/
Fosk, A. (2015, mayo 22). Futuro Digital América Latina 2015. Recuperado de http://www.comscore.com/lat/FuturoDigital2015
Gómez Vásquez, L. (2013). Me gusta o te sigo: análisis de la comunicación de prácticas de responsabilidad social corporativa a través de los medios sociales. Correspondencias & Análisis, 3, 89-109. Recuperado de https://dialnet.unirioja.es/servlet/articulo?codigo=4739318
Guillory, J. E. & Sundar, S. S. (2014). How does web site interactivity affect our perceptions of an organization? Journal of Public Relations Research, 26(1), 44-61. https://doi.org/10.1080/1062726X.2013.795866
Haigh, M. M., Brubaker, P. & Whiteside, E. (2013). Facebook: Examining the information presented and its impact on stakeholders. Corporate Communications: An International Journal, 18(1), 52-69. https://doi.org/10.1108/13563281311294128
Invodo. (2016). Video Statistics: The Marketer’s Summary 2016. Recuperado de http://www.webvideomarketing.org/pdf/Video-Statistics-The-Marketers-Summary-2016-invodo.pdf
Jordan, R. (2017, junio 24). How Frequently Should I Post to Facebook? Recuperado de https://www.929marketing.com/blog/how-frequently-should-i-post-to-facebook
Kemp, S. (2017, enero 24). Digital in 2017: Global Overview. Recuperado de https://wearesocial.com/special-reports/digital-in-2017-global-overview
Ki, E.-J. & Nekmat, E. (2014). Situational crisis communication and interactivity: Usage and effectiveness of Facebook for crisis management by Fortune 500 companies. Computers in Human Behavior, 35, 140-147. https://doi.org/10.1016/j.chb.2014.02.039
Kim, S. (2019). The process model of corporate social responsibility (CSR) communication: CSR communication and its relationship with consumers’ CSR knowledge, trust, and corporate reputation perception. Journal of Business Ethics, 154(4), 1143-1159. https://doi.org/10.1007/s10551-017-3433-6
Kim, S., Kim, S.-Y. & Hoon Sung, K. (2014). Fortune 100 companies’ Facebook strategies: Corporate ability versus social responsibility. Journal of Communication Management, 18(4), 343-362. https://doi.org/10.1108/JCOM-01-2012-0006
Losada-Díaz, J. C. y Capriotti, P. (2015). La comunicación de los museos de arte en Facebook: comparación entre las principales instituciones internacionales y españolas. Palabra Clave, 18(3), 889-904. https://doi.org/10.5294/pacla.2015.18.3.11
Luarn, P., Lin, Y.-F. & Chiu, Y.-P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519. https://doi.org/10.1108/OIR-01-2015-0029
Masoud, N. (2017). How to win the battle of ideas in corporate social responsibility: The International Pyramid Model of CSR. International Journal of Corporate Social Responsibility, 2(1). https://doi.org/10.1186/s40991-017-0015-y
Moreno, A., Molleda, J. C., Athaydes, A., Suárez, A. M., Herrera, M. & Álvarez, A. (2017). Latin American Communication Monitor 2016-2017. Tendencias en comunicación estratégica: big data, automatización, engagement, influencers, coaching y competencias. Resultados de una encuesta en 17 países. Madrid, España: EUPRERA/DIRCOM.
Navarro, C., Moreno, Á. & Al-Sumait, F. (2017). Social media expectations between public relations professionals and their stakeholders: Results of the ComGap study in Spain. Public Relations Review, 43(4), 700-708. https://doi.org/10.1016/j.pubrev.2016.12.008
Parveen, F., Jaafar, N. I. & Ainin, S. (2014). Social media usage and organizational performance: Reflections of Malaysian social media managers. Telematics and Informatics, 32(1), 67-78. https://doi.org/10.1016/j.tele.2014.03.001
Patel, N. (2016, septiembre 12). How frequently you should post on social media according to the pros. Recuperado de https://www.forbes.com/sites/neilpatel/2016/09/12/how-frequently-you-should-post-on-social-media-according-to-the-pros/-4356de7e240f
Peinado-Vara, E. (2011). RSE en América Latina. En A. Vives y E. Peinado-Vara (Eds.), La responsabilidad social de la empresa en América Latina (pp. 65-83). Nueva York, EE. UU. Banco Interamericano de Desarrollo. Recuperado de http://www.cepb.org.bo/urse/wp-content/uploads/2014/12/E21.pdf-page=67
Pletikosa Cvijikj, I. & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861. https://doi.org/10.1007/s13278-013-0098-8
Leoprechting, L. von. (2016, octubre 19). 30 biggest brands on Facebook analyzed in-depth. Recuperado de https://www.quintly.com/blog/2016/10/30-biggest-brands-on-facebook-analyzed-in-depth/
Taylor, M. & Kent, M. L. (2014). Dialogic engagement: Clarifying foundational concepts. Journal of Public Relations Research, 26(5), 384-398. https://doi.org/10.1080/1062726X.2014.956106
Ure, M. (2016). La comunicación de la administración pública en las redes sociales: los casos de las ciudades de Buenos Aires y Bolonia. Palabra Clave, 19(1), 240-270. https://doi.org/10.5294/pacla.2016.19.1.10
Waddock, S. (2004). Parallel universes: Companies, academics, and the progress of corporate citizenship. Business and Society Review, 109(1), 5-42. https://doi.org/10.1111/j.0045-3609.2004.00002.x
Waters, R. D., Burnett, E., Lamm, A. & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35(2), 102-106. https://doi.org/10.1016/j.pubrev.2009.01.006
Wood, D. J. (1991). Corporate social performance revisited. Academy of Management Review, 16(4), 691-718. https://doi.org/10.2307/258977
Yudira, Z. (2007). La inversión extranjera directa de la unión europea hacia américa latina: el método de entrada de las principales multinacionales eléctricas. Estudios Gerenciales, 23(105), 39-55. https://doi.org/10.1016/S0123-5923(07)70024-4t
Published
How to Cite
Issue
Section
License
Copyright (c) 2020 Palabra Clave
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
1. Proposed Policy for Journals That Offer Open Access
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.