Responsabilidad social corporativa y su comunicación en Twitter: análisis del discurso y los sentimientos generados en la sociedad
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Publicado
19-01-2023
Tatiana Cuervo-Carabel
Sergio Arce-García
Natalia Orviz-Martínez
https://orcid.org/0000-0002-9548-6212
Sergio Arce-García
Natalia Orviz-Martínez
Resumen
El objetivo de este trabajo es analizar a nivel global, sin centrarse en ninguna empresa o sector concreto, el uso que se está haciendo de la red social Twitter para abordar los procesos de comunicación de la RSC en las empresas.
Para ello se hizo uso de captura de datos a través de programación en R y una Interfaz de Programación de Aplicaciones (API) en Twitter. Se trataron los datos mediante técnicas de minería de texto y análisis gráfico de redes con la ayuda respectivamente de los softwares R y Gephi. Los resultados muestran que no existen grupos o movimientos notables dentro del ámbito corporativo como generadores de contenido en materia de RSC. Además, se observa la importancia de la perspectiva social de la RSC en los procesos de comunicación de la misma. Por último, se pone de manifiesto que la RSC genera sentimientos positivos y emociones como la confianza en la sociedad. Se concluye que las empresas no están realizando un uso eficiente de Twitter como herramienta de comunicación de la RSC, no están teniendo en cuenta los intereses de sus partes interesadas, ni generando el diálogo y la interacción necesaria para que la comunicación sea eficaz. La principal limitación está asociada al periodo temporal en el que se toma la muestra que coincide con un momento de fuerte preocupación social por la pandemia. Sería interesante que futuras investigaciones analizaran cómo va cambiando el discurso a lo largo del tiempo, y en qué medida una situación social extraordinaria, como es el caso de la pandemia, se ve reflejada en la comunicación de la CSR.
Cómo citar
Cuervo-Carabel, T., Arce-García, S., & Orviz-Martínez, N. (2023). Responsabilidad social corporativa y su comunicación en Twitter: análisis del discurso y los sentimientos generados en la sociedad. Cuadernos De Gestión, 23(1), 63–73. https://doi.org/10.5295/cdg.211639tc
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Keywords
CSR, Twitter, Comunicación, Corporativa, Social, Responsabilidad
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Ardvinsson, S. (2010). Communication of Corporate Social Responsibility: A Study of the Views of Management Teams in Large Companies. Journal of Business Ethics, 96(3), 339–354. https://doi.org/10.1007/s10551-010-0469-2
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Bajo, A., & Villagra, N. (2007). Evolución conceptual y práctica de una gestión responsable. Madrid: Universidad Pontificia Comillas.
Bahta, D., Yun, J., Islam, M. R., & Ashfaq, M. (2021). Corporate social responsibility, innovation capability and firm performance: evidence from SME. Social Responsibility Journal, 17(6), 840-860. https://doi.org/10.1108/SRJ-12-2019-0401
Barauskaite, G., & Streimikiene, D. (2020). Corporate social responsibility and financial performance of companies: The puzzle of concepts, definitions and assessment methods. Corporate Social Responsibility and Environmental Management, 28(1), 278-287. https://doi.org/10.1002/csr.2048
Barrie, C., & Chun-ting, H. J. (2021). AcademictwitteR: an R package to access the Twitter Academic Research Product Track v2 API endpoint. Journal of Open Source Software, 6(62), 3272. https://doi.org/10.21105/joss.03272
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Bharadwaj, S., & Yameen, M. (2021). Analyzing the mediating effect of organizational identification on the relationship between CSR employer branding and employee retention. Management Research Review, 44(5), 718-737. https://doi.org/10.1108/MRR-05-2020-0298
Bhattacharya, A., Good, V., Sardashti, H., & Peloza, J. (2020). Beyond Warm Glow: The Risk-Mitigating Effect of Corporate Social Responsibility (CSR). Journal of Business Ethics, 171, 317–336. https://doi.org/10.1007/s10551-020-04445-0
Blondel, V., Guillaume, J., Lambiotte, R., & Lefebvre E. (2008). Fast unfolding of communities in large networks. Journal of Statistical Mechanics: Theory and Experiment, 10, 1-12. https://doi.org/10.1088/1742-5468/2008/10/P10008
Bonsón, E. (2011). Responsabilidad social corporativa y redes sociales de comunicación: RSC2. AECA: Revista de la Asociación Española de Contabilidad y Administración de Empresas, 93, 12-13.
Castelló-Martínez, A. (2010). La sensibilización medioambiental en redes sociales online. Fisec-Estrategias, 13, 23-46.
Castelló, A., & Ros, V. (2012). CRS Communication through online Social Media. Revista Latina de Comunicación Social, 67, 47-67. https://doi.org/10.4185/RLCS-067-947-047-067
Castelló, I., Etter, M., & Årup Nielsen, F. (2016). Strategies of legitimacy through social media: The networked strategy. Journal of Management Studies, 53, 402-432. https://doi.org/10.1111/joms.12145
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