Online Visibility of Corporate Social Responsibility. A CSR Website Analysis of a Sample of Spanish Meat Companies
Abstract
Proactive online communication is fundamental to corporate visibility and the success of a company’s core strategies. It creates dialogue and interaction with stakeholders, but it is not always effective. The success of a website is associated with the user experience, and particularly with usability and content. In recent years, a corporate social responsibility (CSR) strategy focused on corporate sustainability has become increasingly important, and companies are improving their CSR practices. The objective of this study is to analyse and assess the web communication management of CSR in a sample of Spanish meat companies by analysing significant web variables applicable to the CSR information available on their corporate websites. Una comunicació en línia proactiva resulta fonamental per a una visibilitat corporativa i l’èxit de les estratègies centrals de la companyia. És cert que afavoreix el diàleg i interactua entre els diferents stakeholders de la companyia però, tot i així, no és sempre efectiva. L’èxit d’una website està associat a l’experiència de l’usuari i particularment a la seva facilitat d’ús i contingut. En els últims anys, l’estratègia sobre Responsabilitat Social Corporativa (RSC), focalitzada en la sostenibilitat corporativa, ha esdevingut més i més important i les companyies estan millorant-ne les seves pràctiques. L’objectiu d’aquest estudi és analitzar i avaluar la gestió de la comunicació RSC via web a partir d’una mostra de les companyies espanyoles del sector carni, a través de l’anàlisi de significatives variables RSC contingudes a les seves webs.Downloads
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