El rol del eWOM en la comunicación de RSC en redes sociales

Abstract

Las empresas tratan de innovar en sus estrategias de comunicación para ofrecer información tanto sobre sus bienes y servicios, como información corporativa relacionada con las actividades de RSC que la empresa lleva a cabo. En la actualidad, la comunicación sobre RSC es muy importante y poco se sabe acerca de la mejor forma de hacerlo. En este sentido, las redes sociales se han convertido en un importante canal de comunicación entre empresas y consumidores. A través de las redes sociales, los individuos comparten contenido con otros usuarios, pero también pueden apoyar a la empresa con la difusión de la información relativa a sus actividades. Esta difusión de información en entornos electrónicos se conoce como eWOM.
 El objetivo de este trabajo es analizar el rol del eWOM en la difusión de la información de RSC de la empresa. Para ello, se realiza un estudio basado en la metodología del análisis de contenido que contrasta si aquellas publicaciones de la empresa en la red social Facebook con contenido de RSC generan más interacciones de os consumidores que las publicaciones con información de tipo comercial. Los resultados obtenidos corroboran que la empresa conseguirá que se difunda más su información en términos de eWOM cuando sus publicaciones contienen información de RSC, puesto que dichas publicaciones logran un mayor número de me gustas y comentarios, a la vez que son compartidas en una mayor medida.

Corporate social responsibility and its communication on Twitter: analysis of the discourse and feelings generated in society

“…India is betting on technological development, as well as CSR as tools for change and the sustainable development of the country. This fact confirms the importance of social media, in this case, Twitter, as a tool for the communication of CSR (Rodríguez & Chalmeta, 2020;Zhang et al, 2020;Aguirre et al, 2021). As authors such as Rodríguez and Chalmeta (2020) had claimed, our work has shown how the establishment of CSR communication strategies through social media and being constant in maintaining a daily dialogue with interested groups, can make the message, reaches the entire world, making the organization an influencer in the matter of CSR, which will give it credibility and trust.…”

“…These results highlight the importance of the social perspective of CSR, in line with Barauskaite and Streimikiene (2020) who point out that there is a social demand towards companies and their participation and contribution to the welfare of society. In this sense, it can be stated that it is essential for companies to understand the needs of society over time so that their discourses are in line with their interests (Aguirre et al, 2021) and thus achieve the interactivity and dialogue necessary to ensure effective communication (Rodríguez & Chalmeta, 2020;Zhang et al, 2020).…”

“…Taking into account that there are several studies which point to trust as essential to improve intangible assets such as, reputation, legitimacy, brand value and customer satisfaction (Ardvinsson, 2010;Baghi et al, 2009;Dutot et al, 2016). It is amply clear that by establishing an adequate communication strategy for CSR (Aguirre et al, 2021), congruent with the company's core business (Abitbol & Lee, 2017) and that considers the different interest groups (Gómez & Vargas-Preciado, 2016), organizations can improve these intangible assets and with it their strength in an increasingly competitive market. It has become essential for companies to know how stakeholders perceive and subsequently react to CSR initiatives (El Akremi et al, 2018).…”

“…This is why organizations should not limit themselves to the development of marketing activities through their social media, but should go further and respond publicly to their stakeholders, as this is part of ethical business behavior (Saxton et al, 2021). It is clear that social media are playing a crucial role in recent years when talking about communication, by allowing companies a direct dialogue with their stakeholders that helps them to know what their needs and expectations are (Aguirre et al, 2021), becoming fundamental elements in both internal and external communication strategies of organizations (Zhang et al, 2020).…”

“…Companies should use appropriate communication channels to communicate to different stakeholders their CSR practice. Among all these channels, since the emergence of social media platforms have received considerable attention from both scholars (Aguirre et al, 2021;Araujo & Kollat, 2018;Chae & Park, 2018;Etter, 2013;Gómez-Carrasco et al, 2020;Zhang et al, 2020) and organizations themselves. This has been due to their ability to not only broadcast for, but also to create bilateral dialogue with consumers through, for example, generating ideas, receiving feedback, and soliciting their participation (Lee et al, 2013;Saxton et al, 2021).…”