Objective – Identify whether companies with substantial aspects related to sustainability and corporate social Responsibility (CSR) with high market values are consistent with what is presented in sustainability reports with posts on social media.
Methodology – The virtual communities investigated were based on Interbrand rankings, the most valuable brands, and the Dow Jones Sustainability Index. Twitter was the social network chosen and elements of the netnography approach were used together with content and document analysis, in addition to network analysis exploration, with support of UCINET.
Results – The hashtags most adopted by companies were #ClimateChange, #CleanEnergy, #climate, #climateaction, which are directly related to the Sustainable Development Goals – SDGs. The results showed that companies had communicated their actions related to the SDGs through the social network Twitter. However, some of them still do not adequately explore this tool.
Limitations/Research implications - As a limitation of the research, it was not easy to locate some communities in which companies publish their hashtags referring to the SDGs. In addition, some companies do not present the actions related to the SDGs in their sustainability reports.
Originality - The use of network analysis and content and document analysis proved to be effective in obtaining the results. This element is understood as an essential methodological contribution due to its originality in the communication of sustainable actions.
O caso descreve o dilema de Roberta, Coordenadora de Responsabilidade Social da A&P Alimentos, uma grande empresa de alimentos brasileira. Com pouca verba destinada para o âmbito social e enfrentando dificuldades para gerir o InstiSoc, instituto social da organização, a gestora busca o apoio de Francisco, um consultor de empresas especializado, para solucionar questões que permeiam seu trabalho, tais como: Como estimular os parceiros locais para dar prosseguimento às ações desempenhadas pelo órgão? Como ampliar o impacto das ações propostas para fortalecerem a imagem corporativa da empresa? E ainda, de que forma engajar os colaboradores para o voluntariado? Como instrumento de ensino, o caso foi desenvolvido para utilização nos cursos de Graduação e Pós-Graduação em Administração, bem como outros cursos de alcance das temáticas abordadas, quando do debate de temas como responsabilidade social corporativa, parcerias e imagem corporativa, em disciplinas como Responsabilidade Social Corporativa, Empreendedorismo Social e Sustentabilidade nas Organizações.
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