Abstract

Corporate Social Responsibility (CSR) can be defined as a responsible way of doing business and the impact these operations have in the economy, the society and the environment. Nowadays, companies use different avenues to communicate CSR initiatives. Social Media platforms are one of the important resources to communicate CSR. This paper performs an empirical analysis of frequency, content, and feedback of CSR messages presented on social platforms (Facebook and Twitter) of 50 companies from the Fortune Magazine. Results showed that in spite of the great resources available for CSR online communication, companies are still in its infancy in promoting a two-way communication Para realizar el proceso de codificación, como primer paso fueron revisados en su totalidad los perfiles oficiales corporativos en Facebook y Twitter, buscando en primer lugar, el contenido explícito o visible. Se creó una lista de palabras claves relacionadas a la RSC. Las distintas palabras claves utilizadas (Corporate Social Responsibility, Corporate Responsibility, Social Responsibility, Sustainability, Corporate Sustainability, Corporate Citizenship, Environment, Responsibility, Community y Society) fueron escogidas de acuerdo con los nombres o títulos de las distintas páginas web sobre RSC de las corporaciones analizadas. Esta lista de

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Published on 01/10/18
Submitted on 27/09/18

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