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Digital communication on corporate social responsibility activities: the case of Antena 3 News and Fundación Mutua Madrileña with the initiative: “Against abuse: zero toleranceâ€

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  • Marián Navarro Beltrá

    (Universidad Católica de Murcia)

Abstract

Organizations must make known to their stakeholders the corporate social responsibility actions they carry out in order to improve their reputation. For this, social networks are especially relevant. Thus, the aim of this work is based on analyzing the communication made through Twitter and Facebook by Antena 3 Noticias and Fundación Mutua Madrileña in relation to the social responsibility initiative "Contra el Maltrato: Tolerancia Cero" that tries to eradicate gender violence. To analyze this communication, a content analysis of the publications inserted in these platforms is carried out for 5 months. The main results indicate that the full dialogical potential offered by social networks is not being used to interact with followers.

Suggested Citation

  • Marián Navarro Beltrá, 2022. "Digital communication on corporate social responsibility activities: the case of Antena 3 News and Fundación Mutua Madrileña with the initiative: “Against abuse: zero toleranceâ€," Responsibility and Sustainability, IAPNM LATAM, vol. 7(2), pages 68-79, April-Dec.
    • Handle: RePEc:ayu:journl:v:7:y:2022:i:2:p:68-79
    DOI: https://doi.org/10.5281/zenodo.7069019
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    More about this item

    Keywords

    digital communication; corporate social responsibility; social networks; gender violence; mistreatment;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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