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

Autores/as

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

Palabras clave:

comunicación digital, RSC, Covid-19, reputación, crisis, Twitter, empresas, España

Resumen

La Responsabilidad Social Corporativa (RSC) es considerada una actividad legitimadora para las organizaciones y un valor esencial para la reputación fundamentalmente en situaciones de crisis. Las redes sociales, especialmente Twitter, son herramientas beneficiosas para la comunicación de la RSC. Esta red social se considera la herramienta ideal para gestionar la comunicación durante las situaciones de crisis. Así, el objetivo principal de esta investigación es analizar cómo las empresas más responsables del sector energético español comunican sus acciones y políticas de RSC durante la pandemia en Twitter. Mediante el análisis de contenido de 3.146 tuits publicados durante 12 meses, el estudio evalúa la actividad, los temas y el enfoque comunicativo de los mensajes de RSC publicados durante la crisis sanitaria. A pesar de la situación pandémica, los resultados sugieren que las organizaciones no han variado significativamente su hoja de ruta en la comunicación de sus acciones de RSC.

Métricas

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Biografía del autor/a

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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