Responsabilidad Social Corporativa y crisis sanitaria de la Covid-19:  la comunicación de las empresas energéticas españolas en Twitter Corporate

Ileana Zeler; Andrea Oliveira; Raquel Triano Morales

doi:10.26441/RC21.1-2022-A23

Authors

Ileana Zeler Universidad Autónoma de Barcelona https://orcid.org/0000-0002-5550-1000
Andrea Oliveira Universidad de Girona https://orcid.org/0000-0002-1370-6139
Raquel Triano Morales Universitat Autònoma de Barcelona

DOI:

https://doi.org/10.26441/RC21.1-2022-A23

Keywords:

digital communication, CSR, Covid-19, reputation, crisis, Twitter, energy companies, Spain

Abstract

Corporate Social Responsibility (CSR) is considered a legitimizing activity for organizations and an essential value for reputation fundamentally in crises. Social networks, especially Twitter, are beneficial tools for CSR communication. This social network is considered the ideal tool for communication management during critical situations. Thus, the main objective of this research is to analyze how the most responsible companies in the Spanish energy sector communicate their CSR actions and policies during the pandemic on Twitter. Through the content analysis of 3,146 tweets published during 12 months, the study evaluates the activity, topics and communicative approach of CSR messages posted during the health crisis. Despite the pandemic situation, the results suggest that organizations have not significantly changed their roadmap in the communication of their CSR actions.

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Author Biographies

Ileana Zeler, Universidad Autónoma de Barcelona

Doctora en Comunicación por la Universidad Rovira i Virgili y Profesora Serra Hunter en la. También, es Vice-Chair de la sección de Comunicación Estratégica y Organizacional de la European Communication Research and Education Association (ECREA). Sus líneas de investigación se centran en Comunición Estratégica, Relaciones Públicas, Comunicación Digital y Responsabilidad Social Corporativa.

Andrea Oliveira, Universidad de Girona

Doctora en Comunicación por la Universidad Rovira i Virgili y Profesora Serra Hunter en la Universidad de Girona. Su investigación se centra en Comunicación estratégica, Comunicación y Salud, Relaciones públicas, Comunicación de Crisis, Comunicación de Riesgos y Comunicación Digital.

Raquel Triano Morales, Universitat Autònoma de Barcelona

Graduada en Periodismo en la Universitat Autònoma de Barcelona. Sus intereses de investigación se centran en Comunicación Corporativa y la Responsabilidad Social Corporativa.

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