Corporate social responsibility and its communication on Twitteranalysis of the discourse and feelings generated in society

  1. Tatiana Cuervo-Carabel 1
  2. Sergio Arce-García 1
  3. Natalia Orviz-Martínez 1
  1. 1 Universidad Internacional de La Rioja
    info

    Universidad Internacional de La Rioja

    Logroño, España

    ROR https://ror.org/029gnnp81

Journal:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Year of publication: 2023

Volume: 23

Issue: 1

Pages: 63-73

Type: Article

DOI: 10.5295/CDG.211639TC DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Management Letters / Cuadernos de Gestión

Sustainable development goals

Abstract

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.

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