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

dc.contributor.authorAguirre, Claudia
dc.contributor.authorRuiz, Salvador
dc.contributor.authorPalazón, Mariola
dc.contributor.authorRodríguez, Augusto
dc.date.accessioned2021-12-16T21:55:19Z
dc.date.available2021-12-16T21:55:19Z
dc.date.created4/01/2021
dc.identifier.issn1692-2522
dc.identifier.urihttp://hdl.handle.net/11407/6646
dc.descriptionLas 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. 
dc.description.abstractCompanies try to innovate in their communication strategies for offering information about their goods and services and other information related with the RSC activities performed by the company. Currently, RSC communication is very important and little is known about the best way to perform it. Thus, social networks have become an important communication channel between companies and consumers. Through social networks, individuals share information with other users but also support the company in the broadcasting of the information related to their activities. This type of broadcasting in virtual contexts is known as eWOM. The goal of this research is to analyze the role of the eWOM in the broadcasting of the RSC information of the company. For that, it performs a study based in content analysis that compares if the company s publications in the Facebook social network with RSC content generate more interactions by the consumers than the publications with commercial information. The results corroborate that the company achieves a greater broadcasting of their information in terms of eWOM when their publications have RSC information, given that those publications achieve a greater number of likes and comments, and are shared more widely at the same time.eng
dc.format.extentp. 11-33
dc.format.mediumElectrónico
dc.format.mimetypeapplication/pdf
dc.format.mimetypePDF
dc.language.isospa
dc.publisherUniversidad de Medellín
dc.relation.ispartofseriesAnagramas Rumbos y Sentidos de la Comunicación; Vol. 19 No. 38 (2021)
dc.relation.haspartAnagramas Rumbos y Sentidos de la Comunicación; Vol. 19 Núm. 38 enero-junio 2021
dc.relation.urihttps://revistas.udem.edu.co/index.php/anagramas/article/view/3537
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/*
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0*
dc.sourceAnagramas Rumbos y Sentidos de la Comunicación; Vol. 19 No. 38 (2021): (enero-junio) 11-33
dc.subjectResponsabilidad socialspa
dc.subjectMedios socialesspa
dc.subjectMedios electrónicosspa
dc.subjectComunicación de informaciónspa
dc.subjectConsumidorspa
dc.titleEl rol del eWOM en la comunicación de RSC en redes socialesspa
dc.typeArticle
dc.identifier.doihttps://doi.org/10.22395/angr.v19n38a2
dc.subject.keywordSocial responsibilityeng
dc.subject.keywordSocial mediaeng
dc.subject.keywordVirtual mediaeng
dc.subject.keywordCommunicationeng
dc.subject.keywordInformation transfereng
dc.subject.keywordConsumereng
dc.relation.citationvolume19
dc.relation.citationissue38
dc.relation.citationstartpage11
dc.relation.citationendpage33
dc.audienceComunidad Universidad de Medellín
dc.publisher.facultyFacultad de Comunicación
dc.coverageLat: 06 15 00 N degrees minutes Lat: 6.2500 decimal degreesLong: 075 36 00 W degrees minutes Long: -75.6000 decimal degrees
dc.publisher.placeMedellín
dc.description.resumoAs empresas tratam de inovar nas suas estratégias de comunicação para oferecer informação já seja sobre seus bens e serviços, como informação corporativa relacionada com as atividades de RSC que a empresa realiza. Atualmente, a comunicação sobre RSC é muito importante, mas pouco se sabe sobre a melhor forma de fazê-lo. Neste sentido, as redes sociais se converteram em um importante canal de comunicação entre as empresas e os consumidores. Por meio das redes sociais, os indivíduos compartem conteúdos com outros usuários, mas também podem apoiar a emprese com a difusão da informação relativa as suas atividades. Tal difusão da informação no meio eletrônico é conhecida como eWOM. O objetivo desse trabalho é analisar a função do eWOM na difusão da informação de RSC da empresa. Para isso, se realiza um estudo baseado na metodologia de análise do conteúdo que contraste se as publicações da empresa na rede social Facebook com conteúdo de RSC geram mais interaçõesdos consumidores que as publicações com informação do tipo comercial. Os resultados obtidos confirmam se a empresa conseguirá que se propague mais sua informação nos termos de eWOM quando suas publicações contenham informações de RSC, uma vez que essas publicações alcançam um mais alto número de curtidas e comentários, ao mesmo tempo em que é compartilhado em maior extensão.por
dc.title.englishThe Role of the eWOM in the RSC Communication in Social networkseng
dc.title.portugueseA Função do eWOM na comunicação de RSC nas redes sociaispor
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dc.rights.creativecommonsAttribution-NonCommercial-ShareAlike 4.0 International*
dc.identifier.eissn2248-4086
dc.type.coarhttp://purl.org/coar/resource_type/c_6501
dc.type.coarhttp://purl.org/coar/resource_type/c_6501
dc.type.versioninfo:eu-repo/semantics/publishedVersion
dc.type.localArtículo científico
dc.type.driverinfo:eu-repo/semantics/article
dc.identifier.reponamereponame:Repositorio Institucional Universidad de Medellín
dc.identifier.repourlrepourl:https://repository.udem.edu.co/
dc.identifier.instnameinstname:Universidad de Medellín
dc.subject.keywordportugueseResponsabilidade socialpor
dc.subject.keywordportugueseMeios sociaispor
dc.subject.keywordportugueseMeios eletrônicospor
dc.subject.keywordportugueseComunicaçãopor
dc.subject.keywordportugueseTransferência de informaçãopor
dc.subject.keywordportugueseConsumidorpor


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