Comunicación de la responsabilidad social empresarial de las empresas de América Latina en Facebook: estudio comparativo con las empresas globales

Paul Capriotti; Ileana Zeler

doi:10.5294/pacla.2020.23.2.7

Autores

Paul Capriotti Autor Universitat Rovira i Virgili http://orcid.org/0000-0002-9398-5886
Ileana Zeler Autor Universitat Rovira i Virgili http://orcid.org/0000-0002-5550-1000

DOI:

https://doi.org/10.5294/pacla.2020.23.2.7

Palavras-chave:

Internet, redes sociais, comunicação, responsabilidade social, empresas.

Resumo

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

O novo contexto organizacional na América Latina mudou a forma como as empresas se relacionam com seu público-alvo. A responsabilidade social empresarial (RSE) pode ajudar as empresas latino-americanas a conseguir mais integração no contexto social e fortalecer as relações com seus públicos. As redes sociais, em especial o Facebook, podem ser ferramentas-chave para comunicar as atividades de RSE, já que contribuem de forma positiva para a reputação corporativa. O objetivo deste estudo é analisar a comunicação da RSE das principais empresas da América Latina no Facebook. Esta pesquisa inclui uma análise corporativa com as principais empresas globais e revela que as empresas tratam os temas sociais com menos frequência que os temas econômicos no Facebook. As empresas o usam como canal de difusão mais do que como canal de comunicação de sua RSE, por isso é necessária uma abordagem mais interativa e dialógica nessa rede social.

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

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