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

Monfort, Abel; Iglesias, José Manuel Mas

doi:10.32466/eufv-cyh.2021.17.645.349-361

Cited by 5 publications

(1 citation statement)

References 38 publications

(49 reference statements)

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“…In a recent study on barriers and opportunities for communicating a key intangible of corporate communication such as CSR it was shown that the topic of the contents related to intangible management should be considered in order to evaluate its capacity to connect with Rangel-Pérez, C., Monfort, A. & Miquel, S. Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic stakeholders (Monfort & Mas-Iglesias, 2021). Thus, literature has shown that to increase interaction with individuals, topics related to ethics or legal compliance content must be addressed (Wang & Pala, 2020) or those related to business and financial performance (Monfort et al, 2019).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic

Rangel

Monfort

Miquel-Segarra

2022

Communication & Society

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Studies of corporate communication and intangible management are especially interested in knowing how to establish a proper dialogue with stakeholders to integrate their concerns into internal management and to be able to have greater corporate legitimacy. The lockdown and the following months of the pandemic allow to know if the firms have succeeded in applying the principles of corporate communication and if there have been new strategies that should be known in future crises. This research wants to know what topics and contents have been communicated by the companies to promote dialogue and to detect if their strategies have influenced their audiences by promoting engagement. To this end, the behavior on Twitter of the 27 IBEX35 companies with verified corporate accounts has been analyzed using statistical methods. The results show that companies have communicated more and have generated more engagement than before the pandemic. It is also observed that they have increased their efforts to publish specific content for each stakeholder group. Finally, the results indicate that the topics most communicated were not the ones that generated the most engagement, which shows that despite the interest in dialoguing with stakeholders, companies are not able to communicate what is of real interest to their audiences. The study presents practical implications and discussions with the previous literature on online communication management and stakeholder dialogue.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic

Rangel

Monfort

Miquel-Segarra

2022

Communication & Society

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Use of Social Networks in Operational and Strategic Management: The Case of the Ecuadorian Land Force

Cuenca

Poveda²,

Córdova

et al. 2022

Emerging Research in Intelligent Systems

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Responsabilidad Social Corporativa y crisis sanitaria de la Covid-19: la comunicación de las empresas energéticas españolas en Twitter Corporate

Zeler

Oliveira

Morales

2022

RCom

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La Responsabilidad Social Corporativa (RSC) es considerada una actividad legitimadora para las organizaciones y un valor esencial para la reputación fundamentalmente en situaciones de crisis. Las redes sociales, especialmente Twitter, son herramientas beneficiosas para la comunicación de la RSC. Esta red social se considera la herramienta ideal para gestionar la comunicación durante las situaciones de crisis. Así, el objetivo principal de esta investigación es analizar cómo las empresas más responsables del sector energético español comunican sus acciones y políticas de RSC durante la pandemia en Twitter. Mediante el análisis de contenido de 3.146 tuits publicados durante 12 meses, el estudio evalúa la actividad, los temas y el enfoque comunicativo de los mensajes de RSC publicados durante la crisis sanitaria. A pesar de la situación pandémica, los resultados sugieren que las organizaciones no han variado significativamente su hoja de ruta en la comunicación de sus acciones de RSC.

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

Cited by 5 publications

References 38 publications

Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic

Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic

Use of Social Networks in Operational and Strategic Management: The Case of the Ecuadorian Land Force

Responsabilidad Social Corporativa y crisis sanitaria de la Covid-19: la comunicación de las empresas energéticas españolas en Twitter Corporate

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