Tendencias teóricas y desafíos en la comunicación de la responsabilidad social corporativa

Abstract

This paper aims to characterize the academic literature on corporate social responsibility communication (Corsc), as a basis for mapping theoretical trends and practical challenges in this academic and professional field. This research is of special interest to organizations that communicate their social responsibility practices in order to convince their consumers and engage their employees. Also, for interest groups such as civil society organizations, which aspire to a more dialogical construction of the meaning and fines of corporate social responsibility. Both fronts of reflection fit under an integrative approach of the Corsc (model 4I), which allows organizing and understanding how multiple theories related to what it is, what it is for and how this communication process works complement each other. This utility is highlighted by the scarcity ofsystematic reviews on Corsc based on integrative approaches. Through a systematic bibliographic review from a quantitative and qualitative approach, the need to carry out research that studies the four dimensions of the Corsc in parallel was confirmed: identity, integration, interpretation, and image. The foregoing, from an ethical perspective that recognizes the constructive role of design in the study and practice of communication of corporate social responsibility.