Resumen

ZELER, Ileana  y  CAPRIOTTI, Paul. Interactive management of the CSR communication of Argentinian companies on Facebook. Retos [online]. 2018, vol.8, n.16, pp.7-18. ISSN 1390-8618.  https://doi.org/10.17163/ret.n16.2018.01.

Facebook has become an important tool for CSR communication. Interactive management of CSR communication on Facebook helps increase the levels of trust and transparency between companies and their stakeholders. Consequently, it could positively influence corporate reputation. The objective of this study is to analyze how Argentinian companies communicate CSR activities to their stakeholders on Facebook. The study includes a specific analysis of CSR activity, content, communication resources and interaction. The objectives were achieved by undertaking content analysis of 4456 posts by Argentinian companies on the social network in 2015 and 2016. The results indicate that companies are using Facebook to communicate their CSR activities. However, communication is more focused on economic issues than on CSR issues. The communication model is not very interactive, which means that companies are missing out on the capabilities offered by the social network for promoting dialogue about CSR with their stakeholders. A review of CSR communication strategies on Facebook is suggested in order to establish effective relationships with stakeholders.

Palabras clave : Corporate Social Responsibility; corporate communication; Facebook; companies; interaction.

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