IDEAS home Printed from https://ideas.repec.org/a/col/000549/019249.html
   My bibliography  Save this article

La responsabilidad social corporativa de la TV local: estudio de caso

Author

Listed:
  • Ana Criollo-Uyaguari; Andrea Feijóo-Valarezo; Angel Torres-Toukoumidis
  • Andrea Feijóo-Valarezo
  • Angel Torres-Toukoumidis

Abstract

La responsabilidad social corporativa en la industria de los medios de comunicación se prescribe como una temática actual de debate en la comunidad académica, por ende, esta investigación pretende presentar la realidad de un canal de TV local de Ecuador, con base en los problemas in situ enfocados a la responsabilidad social, según la percepción de agentes internos y externos. Para ello, se aplicó un estudio cuanti-cualitativo de enfoque deductivo, combinando el alcance descriptivo con el diseno de investigación-acción, a través de encuestas a los agentes externos y entrevistas en profundidad al personal interno, generándose un plan de acción concreto para mejorar la responsabilidad social en los medios locales. Los resultados demuestran que, en general y según lo comentado por el personal interno de los medios locales, se maneja un buen ambiente laboral y los empleados se expresan satisfechos por el soporte emocional y social que reciben. Sin embargo, se necesita impulsar más acciones orientadas al cuidado medioambiental; por su parte, los agentes externos conocidos como clientes, proveedores y entes públicos solicitan que el medio busque optimizar los procesos de atención a sus necesidades; por el contrario, la mayoría reitera la importancia de la confianza en la interacción para generar empatía y fortalecimiento de lazos comerciales. De allí, se puede concluir que todo medio de comunicación, independientemente de la magnitud y audiencia, necesita sistematizar los procesos de responsabilidad social, con el fin de proveer un desarrollo sostenible a corto, mediano y largo plazo.

Suggested Citation

  • Ana Criollo-Uyaguari; Andrea Feijóo-Valarezo; Angel Torres-Toukoumidis & Andrea Feijóo-Valarezo & Angel Torres-Toukoumidis, 2020. "La responsabilidad social corporativa de la TV local: estudio de caso," Revista CEA, Instituto Tecnológico Metropolitano, vol. 6(12), pages 1-22, July.
    • Handle: RePEc:col:000549:019249
    as

    Download full text from publisher

    File URL: https://revistas.itm.edu.co/index.php/revista-cea/article/view/1583
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Bardos, Katsiaryna Salavei & Ertugrul, Mine & Gao, Lucia Silva, 2020. "Corporate social responsibility, product market perception, and firm value," Journal of Corporate Finance, Elsevier, vol. 62(C).
    2. Victoria Giarrizzo & Sandra Maceri, 2019. "¿Egoístas o altruistas? Un experimento social para fomentar el comportamiento cooperativo en el mercado," Revista CEA, Instituto Tecnológico Metropolitano, vol. 5(10), pages 135-150, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Malik, Ihtisham A. & Chowdhury, Hasibul & Alam, Md Samsul, 2023. "Equity market response to natural disasters: Does firm's corporate social responsibility make difference?," Global Finance Journal, Elsevier, vol. 55(C).
    2. Zhaoyang Guo & Siyu Hou & Qingchang Li, 2020. "Corporate Social Responsibility and Firm Value: The Moderating Effects of Financial Flexibility and R&D Investment," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    3. Huiping Zhu & Haifeng Gu & Habiba Halepoto, 2022. "Can Fulfillment of Social Responsibility Enable Enterprises to Innovate? The Role of Corporate Financialization and Agency Costs," Sustainability, MDPI, vol. 14(21), pages 1-22, October.
    4. David K. Ding & Christo Ferreira & Vu Minh Ngo & Phuc V. Nguyen & Udomsak Wongchoti, 2024. "Corporate social responsibility and myopic management practice: Is there a link?," Review of Quantitative Finance and Accounting, Springer, vol. 62(1), pages 271-308, January.
    5. Bohyun Yoon & Jeong-Hwan Lee & Jin-Hyung Cho, 2021. "The Effect of ESG Performance on Tax Avoidance—Evidence from Korea," Sustainability, MDPI, vol. 13(12), pages 1-16, June.
    6. Zhu, Minghao & Yeung, Andy C.L. & Zhou, Honggeng, 2021. "Diversify or concentrate: The impact of customer concentration on corporate social responsibility," International Journal of Production Economics, Elsevier, vol. 240(C).
    7. Weijia Hu & Jining Sun & Yu-En Lin & Jingbo Hu, 2023. "ESG and Investment Efficiency: The Role of Marketing Capability," Sustainability, MDPI, vol. 15(24), pages 1-19, December.
    8. Meng, Jia & Zhang, ZhongXiang, 2022. "Corporate Environmental Information Disclosure and Investor Response: Empirical Evidence from China's Capital Market," FEEM Working Papers 317842, Fondazione Eni Enrico Mattei (FEEM).
    9. Julia Cohen & Carina Marques & Joana Lameira & Maria José Sousa & Manuel Au-Yong-Oliveira, 2020. "The Interrelationship between Corporate Social Responsibility and Strategic Innovation In Aveiro-based Startups," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 11(3), pages 65-86, December.
    10. Thomas J. Chemmanur & Dimitrios Gounopoulos & Panagiotis Koutroumpis & Yu Zhang, 2022. "CSR and Firm Survival: Evidence from the Climate and Pandemic Crises," Working Papers 935, Queen Mary University of London, School of Economics and Finance.
    11. He, Jingbin & Ma, Xinru, 2023. "Is corporate social responsibility engagement influenced by nearby firms? Evidence from China," International Review of Financial Analysis, Elsevier, vol. 86(C).
    12. Boonlert Jitmaneeroj, 2024. "Value relevance of multifaceted corporate social performance: how do country-specific factors matter?," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-20, December.
    13. Fairhurst, Douglas (DJ) & Greene, Daniel T., 2022. "Too much of a good thing? Corporate social responsibility and the takeover market," Journal of Corporate Finance, Elsevier, vol. 73(C).
    14. Alencar Bravo & Darli Vieira & Thais Ayres Rebello, 2022. "The Origins, Evolution, Current State, and Future of Green Products and Consumer Research: A Bibliometric Analysis," Sustainability, MDPI, vol. 14(17), pages 1-25, September.
    15. Chia-Hung Lee & Pei-Ing Wu & Je-Liang Liou & Shou-Lin Yang, 2022. "The Monetary Value of Corporate Social Responsibility: The Impact of Tea Trees Growing Project between Corporates and Taiwan’s Aboriginal Farmers on Consumers," Sustainability, MDPI, vol. 14(13), pages 1-18, July.
    16. Zhang, Juanjuan & Zhang, Yuming & Sun, Yongkun, 2022. "Restart economy in a resilient way: The value of corporate social responsibility to firms in COVID-19," Finance Research Letters, Elsevier, vol. 47(PB).
    17. Yuwei Deng & Jacob Cherian & Kalpina Kumari & Sarminah Samad & Jawad Abbas & Muhammad Safdar Sial & József Popp & Judit Oláh, 2022. "Impact of Sleep Deprivation on Job Performance of Working Mothers: Mediating Effect of Workplace Deviance," IJERPH, MDPI, vol. 19(7), pages 1-17, March.
    18. Sonia Boukattaya & Zyed Achour & Zeineb Hlioui, 2021. "Corporate Social Responsibility and Corporate Financial Performance: An Empirical Literature Review," Post-Print hal-03472433, HAL.
    19. Umme Habiba & Cao Xinbang, 2022. "An Investigation of the Dynamic Relationships Between Financial Development, Renewable Energy Use, and CO2 Emissions," SAGE Open, , vol. 12(4), pages 21582440221, November.
    20. Peng, Daoju & Colak, Gonul & Shen, Jianfu, 2023. "Lean against the wind: The effect of policy uncertainty on a firm's corporate social responsibility strategy," Journal of Corporate Finance, Elsevier, vol. 79(C).

    More about this item

    Keywords

    responsabilidad social; medios de comunicación de masas; Ecuador;
    All these keywords.

    JEL classification:

    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:col:000549:019249. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Instituto Tecnológico Metropolitano (email available below). General contact details of provider: https://edirc.repec.org/data/feitmco.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.