The Role of the eWOM in the RSC Communication in Social networks

Keywords: social responsibility, social media, virtual media, communication, information transfer, consumer

Abstract

Companies try to innovate in their communication strategies for offering information about their goods and services and other information related with the RSC activities performed by the company. Currently, RSC communication is very important and little is known about the best way to perform it. Thus, social networks have become an important communication channel between companies and consumers. Through social networks, individuals share information with other users but also support the company in the broadcasting of the information related to their activities. This type of broadcasting in virtual contexts is known as eWOM.


The goal of this research is to analyze the role of the eWOM in the broadcasting of the RSC information of the company. For that, it performs a study based in content analysis that compares if the company’s publications in the Facebook social network with RSC content generate more interactions by the consumers than the publications with commercial information. The results corroborate that the company achieves a greater broadcasting of their information in terms of eWOM when their publications have RSC information, given that those publications achieve a greater number of ‘likes’ and comments, and are shared more widely at the same time.

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  • Author Biographies

    Claudia Aguirre, Universidad del Valle

    Estudiante de doctorado en Administración, Universidad del Valle, Cali, Colombia; y en Ciencias de la Empresa, Universidad de Murcia, Murcia, España. Investigadora del grupo de investigación en marketing, Universidad del Valle, Cali, Colombia; y de comportamiento del consumidor, Universidad de Murcia, Murcia, España.

    Salvador Ruiz, Universidad de Murcia

    Doctor en Ciencias Económicas y Empresariales, Universidad de Murcia, Murcia, España. Catedrático de la Facultad de Economía y Empresa, Universidad de Murcia, Murcia, España.

    Mariola Palazón, Universidad de Murcia

    Doctora en Ciencias de la Empresa, Universidad de Murcia, Murcia, España. Profesora Titular en la Facultad de Economía y Empresa, Universidad de Murcia, Murcia, España.

    Augusto Rodríguez, Universidad del Valle

    Doctor en Ciencias de la Empresa, Universidad de Murcia, España. Profesor asociado en la Facultad de Administración, Universidad del Valle, Cali, Colombia.

Published
2021-01-04
How to Cite
Aguirre, C., Ruiz, S., Palazón, M., & Rodríguez, A. (2021). The Role of the eWOM in the RSC Communication in Social networks. Anagramas Rumbos Y Sentidos De La Comunicación, 19(38), 11-33. https://doi.org/10.22395/angr.v19n38a2

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