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

Contenido principal del artículo

Abel Monfort
https://orcid.org/0000-0002-3713-7102
José Manuel Mas Iglesias
https://orcid.org/0000-0003-2931-1235

Resumen

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.

Descargas

Los datos de descargas todavía no están disponibles.

Detalles del artículo

Cómo citar
Monfort, A., & Mas Iglesias, J. M. (2021). Barreras y oportunidades para la comunicación de la responsabilidad social en redes sociales. Comunicación Y Hombre, (17), 349–361. https://doi.org/10.32466/eufv-cyh.2021.17.645.349-361
Sección
Investigaciones
Biografía del autor/a

Abel Monfort, ESIC Business & Marketing School

Doctor en Comunicación Social por la Universidad Complutense de Madrid. Director de Investigación de Área Universitaria en ESIC Business & Marketing School y experto en gestión y comunicación de la sostenibilidad empresarial. Monfort es research fellow en la Unidad Permanente de Investigación de ESIC Business & Marketing School y senior fellow de la Higher Education Academy (actual Advance HE, Reino Unido). Madrid (España).

José Manuel Mas Iglesias, ESIC Business & Marketing School

Doctor en Investigación en Medios de Comunicación por la Universidad Carlos III de Madrid, además de haber realizado varios cursos de postgrado en ESADE, BABSON (USA) o la Universidad Rey Juan Carlos. Es director académico nacional del Área Universitaria de ESIC Business & Marketing School. Dispone de más de 20 años de experiencia docente en áreas universitarias y de postgrado en materias de estrategia empresarial y marketing digital. Madrid (España).

Citas

ABITBOL, Alan, MEEKS, Judson y CUMMINS, Glenn (2019). «Does oil and goodwill mix?: Examining

the oil and gas industry’s impact on stakeholder engagement on Facebook». Environmental

Communication, 13(2), 192–208. DOI: 10.1080/17524032.2018.1546751

ARAUJO, Theo y KOLLAT, Jana (2018). «Communicating effectively about CSR on Twitter: The power of

engaging strategies and storytelling elements». Internet Research, 28(2), 419–431. DOI: 10.1108/

IntR-04-2017-0172

BALASUBRAMANIAN, Siva K., FANG, Yiwei y YANG, Zihao (2020). «Twitter presence and experience

improve corporate social responsibility outcomes». Journal of Business Ethics. DOI: 10.1007/

s10551-020-04537-x

BARBEITO-CAAMAÑO, Adriana y CHALMETA, Ricardo (2020). «Using big data to evaluate corporate

social responsibility and sustainable development practices». Corporate Social Responsibility and

Environmental Management, 27(6), 2831-2848. DOI: 10.1002/csr.2006

BEDARD, Stephanie A. N., TOLMIE, Carri R. (2018). «Millennials’ green consumption behaviour: Exploring

the role of social media». Corporate Social Responsibility and Environmental Management, 25(6),

-1396. DOI: 10.1002/csr.1654

CAPRIOTTI, Paul y ZELER, Ileana (2020). «Disseminating Latin American companies’ corporate social

responsibility on Facebook: A comparative study with global companies». Palabra Clave, 23(2).

DOI: 10.5294/pacla.2020.23.2.7

CHU, Shu-Chuan y CHEN, Hsuan-Ting (2019). «Impact of consumers’ corporate social responsibilityrelated

activities in social media on brand attitude, electronic word-of-mouth intention, and purchase

intention: A study of Chinese consumer behavior». Journal of Consumer Behaviour, 18(6), 453-

DOI: 10.1002/cb.1784

COLLEONI, Elanor (2013). «CSR communication strategies for organizational legitimacy in

social media». Corporate Communications: An International Journal, 18(2), 228–248. DOI:

1108/13563281311319508

COOMBS, Timothy (2019). «Transmedia storytelling: a potentially vital resource for CSR communication».

Corporate Communications, 24(2), 351–367. DOI: 10.1108/CCIJ-11-2017-0114

DISTASSO, Marcia W., MCCORKINDALE, Tina y WRIGHT, Donald K. (2011). «How public relations

executives perceive and measure the impact of social media in their organizations». Public

Relations Review, 37(3), 325–328. DOI: 10.1016/j.pubrev.2011.06.005

DU, Shuili, BHATTACHARYA, C. B. y SEN, Sankar (2010). «Maximizing business returns to corporate

social responsibility (CSR): The role of CSR communication». International Journal of Management

Reviews, 12(1), 8-19. DOI: 10.1111/j.1468-2370.2009.00276.x

DUNN, Katherine, HARNES, David (2018). «Communicating corporate social responsibility in a social

world: the effects of company-generated and user-generated social media content on CSR

attributions and scepticism». Journal of Marketing Management, 34(17-18), 1503–1529. DOI:

1080/0267257X.2018.1536675

DUNN, Katherine, HARNES, David (2019). «Whose voice is heard? The influence of user-generated

versus company-generated content on consumer scepticism towards CSR». Journal of Marketing

Management, 35(9-10), 886-915. DOI: 10.1080/0267257X.2019.1605401

EBERLE, David, BERENS, Guido y LI, Ting (2013). «The impact of interactive corporate social

responsibility communication on corporate reputation». Journal of Business Ethics, 118(4), 731-

DOI: 10.1007/s10551-013-1957-y

ELVING, Wim J. L., POSTMA, Rosa-May (2017). «Social media: The dialogue myth? How organizations

use social media for stakeholder dialogue». In Van Ruler, Betteke, Smit, Lekje, Ihlen, Øyvind y

Romenti, Stefania (Eds.), How strategic communication shapes value and innovation in society.

Emerald Publishing Limited, págs. 123–141.

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 in social media: The role of normative

influences». Journal of Business Ethics. DOI: 10.1007/s10551-020-04540-2

HAZEL, Desiree y KANG, Jiyun (2018). «The contributions of perceived CSR information substantiality

toward consumers’ cognitive, affective, and conative responses: The hierarchy of effects model

approach». Clothing and textiles research journal, 36(2), 62-77. DOI: 10.1177/0887302X17750747

HOLIDAY, Steven, HAYES, Jameson L., BRITT, Brian, C y LYU, Yuanweei (2020). «The cause effect: the

impact of corporate social responsibility advertising on cause consumer engagement behavior after

brand affiliation ceases». International Journal of Advertising. DOI: 10.1080/02650487.2020.1769408

HUANG, Lei, CLARKE, Amelia, HELDSINGER, Natalie y TIAN, Wen (2019). «The communication role of

social media in social marketing: a study of the community sustainability knowledge dissemination

on LinkedIn and Twitter». Journal of Marketing Analytics, 7(2), 64-75. DOI: 10.1057/s41270-019-

-8

ILLIA, Laura, ROMENTI, Stefania, RODRÍGUEZ-CÁNOVAS, Belén, MURTARELLI, Grazia y CARROLL,

Craig E. (2017). «Exploring corporations’ dialogue about CSR in the digital era». Journal of

Business Ethics, 146(1), 39–58. DOI: 10.1007/s10551-015-2924-6

JAHDI, Khosro S. y ACIKDILLI, Gaye (2009). «Marketing communications and corporate social

responsibility (CSR): Marriage of convenience or shotgun wedding?». Journal of Business Ethics,

(1), 103-113. DOI: 10.1007/s10551-009-0113-1

LEE, Yeunjae y TAO, Weiting (2020). «Employees as information influencers of organization’s CSR

practices: The impacts of employee words on public perceptions of CSR». Public Relations Review,

(1). DOI: 10.1016/j.pubrev.2020.101887

LIAO, Meng-Qi y MAK, Angela K. Y. (2019). «“Comments are disabled for this video”: A technological

affordances approach to understanding source credibility assessment of CSR information on

YouTube». Public Relations Review, 45(5). DOI: 10.1016/j.pubrev.2019.101840

MACNAMARA, Jim y ZERFASS, Ansgar (2012). «Social media communication in organizations: The

challenges of balancing openness, strategy, and management». International Journal of Strategic

Communication, 6(4), 287-308. DOI: 10.1080/1553118X.2012.711402

MCKEOWN, Carolyn y SHEARER, Linda (2019). «Taking sustainable fashion mainstream: Social media

and the institutional celebrity entrepreneur». Journal of Consumer Behaviour, 18(5), 406-414. DOI:

1002/cb.1780

MICHAELIDOU, Nina, y MICEVSKI, Milena (2019). «Consumers’ ethical perceptions of social media

analytics practices: Risks, benefits and potential outcomes». Journal of Business Research, 104,

-586. DOI: 10.1016/j.jbusres.2018.12.008

MONFORT, Abel, VILLAGRA, Nuria y LÓPEZ-VÁZQUEZ, Belén (2019). «Exploring stakeholders’

dialogue and corporate social responsibility (CSR) on Twitter». Profesional de la informacion,

(5). DOI: 10.3145/epi.2019.sep.13

MORSING, Mette y SCHULTZ, Majken (2006). «Corporate social responsibility communication:

stakeholder information, response and involvement strategies». Business Ethics: A European

Review, 15(4), 323–338. DOI: 10.1111/j.1467-8608.2006.00460.x

MORSING, Mette, SCHULTZ, Majken y NIELSEN, Kasper U. (2008). «The ‘Catch 22’ of communicating

CSR: Findings from a Danish study». Journal of Marketing Communications, 14(2), 97-111. DOI:

1080/13527260701856608

NGAI, Cindy S. B., EINWILLER, Sabine y SINGH, Rita G. (2020). «An exploratory study on content and

style as driving factors facilitating dialogic communication between corporations and publics on

social media in China». Public Relations Review, 46(1). DOI: 10.1016/j.pubrev.2019.101813

OKAZAKI, Shintaro, PLANGGER, Kirk, WEST, Douglas y MENÉNDEZ, Héctor D. (2020). «Exploring

digital corporate social responsibility communications on Twitter». Journal of Business Research,

, 675-682. DOI: 10.1016/j.jbusres.2019.09.006

PALIWODA-MATIOLANSKA, Adriana, SMOLAK-LOZANO, Emilia y NAKAYAMA, Atsuho (2020).

«Corporate image or social engagement: Twitter discourse on corporate social responsibility (CSR)

in public relations strategies in the energy sector». Profesional de la informacion, 29(3), 1-16. DOI:

3145/epi.2020.may.33

PELOZA, John y SHANG, Jingzhi (2011). «How can corporate social responsibility activities create value

for stakeholders? A systematic review». Journal of the Academy of Marketing Science, 39(1), 117-

DOI: 10.1007/s11747-010-0213-6

RUGGERI, Arianna y SAMOGGIA, Antonella (2018). «Twitter communication of agri-food chain actors

on palm oil environmental, socio-economic, and health sustainability». Journal of Consumer

Behaviour, 17(1), 75-93. DOI: 10.1002/cb.1699

SAXTON, Gregory D., GOMEZ, Lina, NGOH, Zed, LIN, Yi-Pin y DIETRICH, Sarah (2019). «Do CSR

messages resonate? Examining public reactions to firms’ CSR efforts on social media». Journal of

Business Ethics, 155(2), 359-377. DOI: 10.1007/s10551-017-3464-z

SAXTON, Gregory D., REN, Charlotte y GUO, Chao (2020). «Responding to diffused stakeholders on

social media: Connective power and firm reactions to CSR-related Twitter messages». Journal of

Business Ethics. DOI: 10.1007/s10551-020-04472-x

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 of controversial versus noncontroversial industries».

Corporate Social Responsibility and Environmental Management, 27(2), 881-896. DOI: 10.1002/

csr.1852

SUCHMAN, Mark C. (1995). «Managing legitimacy: Strategic and institutional approaches». Academy of

Management Review, 20(3), 571-610. DOI: 10.2307/258788

VOGLER, Daniel y EISENEGGER, Mark (2020). «CSR communication, corporate reputation, and

the role of the news media as an agenda-setter in the digital age. Business and Society. DOI:

1177/0007650320928969

WANG, Yijing y PALA, BUKET (2020). «Communicating philanthropic CSR versus ethical and legal CSR

to employees: empirical evidence in Turkey». Corporate Communications. DOI: 10.1108/CCIJ-01-

-0014

YOUNG, C. William, RUSSELL, Sally V., ROBINSON, Cheryl A. y CHINTAKAYALA, Phani K. (2018).

«Sustainable retailing – Influencing consumer behaviour on food waste». Business Strategy and

the Environment, 27(1), 1-15. DOI: 10.1002/bse.1966

ZELER, Ileana y CAPRIOTTI, Paul (2019). «Communicating corporate social responsibility issues on

Facebook’s corporate fanpages of Latin American companies». Profesional de la informacion,

(5). DOI: 10.3145/epi.2019.sep.07

ZHANG, Shu, GOSSELT, Jordy F. y DE JONG, Menno D. T. (2020). «How large information technology

companies use Twitter: Arrangement of corporate accounts and characteristics of Tweets». Journal

of Business and Technical Communication, 34(4), 364–392. DOI: 10.1177/1050651920932191