Barreras y oportunidades para la comunicación de la responsabilidad social en redes sociales

• Monfort, Abel ^[1] ; Mas Iglesias, José Manuel ^[1]
  1. [1] ESIC Business & Marketing School
• Localización: Comunicación y hombre: Revista interdisciplinar de ciencias de la comunicación y humanidades, ISSN 1885-365X, Nº. 17, 2021 (Ejemplar dedicado a: Infoxicación: El "horror vacui" del siglo XXI), págs. 349-361
• Idioma: español
• DOI: 10.32466/eufv-cyh.2021.17.645.349-361
• Títulos paralelos:
  • Communicating CSR in social media: challenges and opportunities
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 6 Citas
• Resumen
  • español

    El objetivo del artículo es realizar una revisión de la literatura sobre las barreras y oportunidades de la comunicación en redes sociales de los contenidos vinculados con la Responsabilidad Social Corporativa (RSC) y la gestión de la sostenibilidad. Para ello, se han seleccionado 466 artículos de Web of Science con palabras clave relacionadas con el objetivo. Para el análisis, solo se han tenido en cuenta aquellas publicaciones en revistas científicas y escritas en inglés. El número total de artículos analizados tras este filtro ha sido de 72. Los principales intereses de la RSC en redes sociales son: i) el diálogo de los stakeholders; ii) ganar credibilidad, legitimidad y reputación; iii) mejorar el engagement y iv) el impacto de comunicación de la RSC y la sostenibilidad en el marketing y el marketing social.

  • English

    The aim of the paper is to conduct a literature review on the barriers and opportunities of social media communication of content related to Corporate Social Responsibility (CSR) and sustainability management. To this end, 466 articles from the Web of Science have been selected with keywords related to the objective. Only those publications in scientific journals and written in English have been considered for analysis. The total number of articles analyzed after this filter has been 72. The main interests of CSR in social networks are: i) the dialogue of stakeholders, ii) gaining credibility, legitimacy and reputation, iii) improving engagement and iv) the communication impact of CSR and sustainability in marketing and social marketing.

• Referencias bibliográficas
  • ABITBOL, Alan, MEEKS, Judson y CUMMINS, Glenn (2019). «Does oil and goodwill mix?: Examining the oil and gas industry’s impact on stakeholder...
  • ARAUJO, Theo y KOLLAT, Jana (2018). «Communicating effectively about CSR on Twitter: The power of engaging strategies and storytelling elements»....
  • BALASUBRAMANIAN, Siva K., FANG, Yiwei y YANG, Zihao (2020). «Twitter presence and experience improve corporate social responsibility outcomes»....
  • BARBEITO-CAAMAÑO, Adriana y CHALMETA, Ricardo (2020). «Using big data to evaluate corporate social responsibility and sustainable development...
  • BEDARD, Stephanie A. N., TOLMIE, Carri R. (2018). «Millennials’ green consumption behaviour: Exploring the role of social media». Corporate...
  • CAPRIOTTI, Paul y ZELER, Ileana (2020). «Disseminating Latin American companies’ corporate social responsibility on Facebook: A comparative...
  • CHU, Shu-Chuan y CHEN, Hsuan-Ting (2019). «Impact of consumers’ corporate social responsibilityrelated activities in social media on brand...
  • COLLEONI, Elanor (2013). «CSR communication strategies for organizational legitimacy in social media». Corporate Communications: An International...
  • COOMBS, Timothy (2019). «Transmedia storytelling: a potentially vital resource for CSR communication». Corporate Communications, 24(2), 351–367....
  • DISTASSO, Marcia W., MCCORKINDALE, Tina y WRIGHT, Donald K. (2011). «How public relations executives perceive and measure the impact of social...
  • DU, Shuili, BHATTACHARYA, C. B. y SEN, Sankar (2010). «Maximizing business returns to corporate social responsibility (CSR): The role of CSR...
  • DUNN, Katherine, HARNES, David (2018). «Communicating corporate social responsibility in a social world: the effects of company-generated...
  • DUNN, Katherine, HARNES, David (2019). «Whose voice is heard? The influence of user-generated versus company-generated content on consumer...
  • EBERLE, David, BERENS, Guido y LI, Ting (2013). «The impact of interactive corporate social responsibility communication on corporate reputation»....
  • ELVING, Wim J. L., POSTMA, Rosa-May (2017). «Social media: The dialogue myth? How organizations use social media for stakeholder dialogue»....
  • FREEMAN, R. Edward (1984). Strategic management. A stakeholder approach (Issue Book, Whole). Pitman Ballinger.
  • HARTMANN, Patrick, FERNÁNDEZ, Paula, APAOLAZA, Vanessa, EISEND, Martin y D’SOUZA, Clare (2020). «Explaining viral CSR message propagation...
  • HAZEL, Desiree y KANG, Jiyun (2018). «The contributions of perceived CSR information substantiality toward consumers’ cognitive, affective,...
  • HOLIDAY, Steven, HAYES, Jameson L., BRITT, Brian, C y LYU, Yuanweei (2020). «The cause effect: the impact of corporate social responsibility...
  • HUANG, Lei, CLARKE, Amelia, HELDSINGER, Natalie y TIAN, Wen (2019). «The communication role of social media in social marketing: a study of...
  • ILLIA, Laura, ROMENTI, Stefania, RODRÍGUEZ-CÁNOVAS, Belén, MURTARELLI, Grazia y CARROLL, Craig E. (2017). «Exploring corporations’ dialogue...
  • JAHDI, Khosro S. y ACIKDILLI, Gaye (2009). «Marketing communications and corporate social responsibility (CSR): Marriage of convenience or...
  • LEE, Yeunjae y TAO, Weiting (2020). «Employees as information influencers of organization’s CSR practices: The impacts of employee words on...
  • LIAO, Meng-Qi y MAK, Angela K. Y. (2019). «“Comments are disabled for this video”: A technological affordances approach to understanding source...
  • MACNAMARA, Jim y ZERFASS, Ansgar (2012). «Social media communication in organizations: The challenges of balancing openness, strategy, and...
  • MCKEOWN, Carolyn y SHEARER, Linda (2019). «Taking sustainable fashion mainstream: Social media and the institutional celebrity entrepreneur»....
  • MICHAELIDOU, Nina, y MICEVSKI, Milena (2019). «Consumers’ ethical perceptions of social media analytics practices: Risks, benefits and potential...
  • MONFORT, Abel, VILLAGRA, Nuria y LÓPEZ-VÁZQUEZ, Belén (2019). «Exploring stakeholders’ dialogue and corporate social responsibility (CSR)...
  • MORSING, Mette y SCHULTZ, Majken (2006). «Corporate social responsibility communication: stakeholder information, response and involvement...
  • MORSING, Mette, SCHULTZ, Majken y NIELSEN, Kasper U. (2008). «The ‘Catch 22’ of communicating CSR: Findings from a Danish study». Journal...
  • NGAI, Cindy S. B., EINWILLER, Sabine y SINGH, Rita G. (2020). «An exploratory study on content and style as driving factors facilitating dialogic...
  • OKAZAKI, Shintaro, PLANGGER, Kirk, WEST, Douglas y MENÉNDEZ, Héctor D. (2020). «Exploring digital corporate social responsibility communications...
  • PALIWODA-MATIOLANSKA, Adriana, SMOLAK-LOZANO, Emilia y NAKAYAMA, Atsuho (2020). «Corporate image or social engagement: Twitter discourse on...
  • PELOZA, John y SHANG, Jingzhi (2011). «How can corporate social responsibility activities create value for stakeholders? A systematic review»....
  • RUGGERI, Arianna y SAMOGGIA, Antonella (2018). «Twitter communication of agri-food chain actors on palm oil environmental, socio-economic,...
  • SAXTON, Gregory D., GOMEZ, Lina, NGOH, Zed, LIN, Yi-Pin y DIETRICH, Sarah (2019). «Do CSR messages resonate? Examining public reactions to...
  • SAXTON, Gregory D., REN, Charlotte y GUO, Chao (2020). «Responding to diffused stakeholders on social media: Connective power and firm reactions...
  • SCOTT, W. Richard (2014). Institutions and organizations: Ideas and interests. Sage.
  • SONG, Baobao y Wen, Jing (2020). «Online corporate social responsibility communication strategies and stakeholder engagements: A comparison...
  • SUCHMAN, Mark C. (1995). «Managing legitimacy: Strategic and institutional approaches». Academy of Management Review, 20(3), 571-610. DOI:...
  • VOGLER, Daniel y EISENEGGER, Mark (2020). «CSR communication, corporate reputation, and the role of the news media as an agenda-setter in...
  • WANG, Yijing y PALA, BUKET (2020). «Communicating philanthropic CSR versus ethical and legal CSR to employees: empirical evidence in Turkey»....
  • YOUNG, C. William, RUSSELL, Sally V., ROBINSON, Cheryl A. y CHINTAKAYALA, Phani K. (2018). «Sustainable retailing – Influencing consumer behaviour...
  • ZELER, Ileana y CAPRIOTTI, Paul (2019). «Communicating corporate social responsibility issues on Facebook’s corporate fanpages of Latin American...
  • ZHANG, Shu, GOSSELT, Jordy F. y DE JONG, Menno D. T. (2020). «How large information technology companies use Twitter: Arrangement of corporate...