Barreras y oportunidades para la comunicación de la responsabilidad social en redes sociales
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MonfortA., & Mas IglesiasJ. M. (2021). Barreras y oportunidades para la comunicación de la responsabilidad social en redes sociales. Comunicación Y Hombre, (17), 349-361. https://doi.org/10.32466/eufv-cyh.2021.17.645.349-361
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Publicado:
ene 20, 2021
Resumen
El objetivo del artículo es realizar una revisión de la literatura sobre las barreras y oportunidades de la comunicación en redes sociales de los contenidos vinculados con la Responsabilidad Social Corporativa (RSC) y la gestión de la sostenibilidad. Para ello, se han seleccionado 466 artículos de Web of Science con palabras clave relacionadas con el objetivo. Para el análisis, solo se han tenido en cuenta aquellas publicaciones en revistas científicas y escritas en inglés. El número total de artículos analizados tras este filtro ha sido de 72. Los principales intereses de la RSC en redes sociales son: i) el diálogo de los stakeholders; ii) ganar credibilidad, legitimidad y reputación; iii) mejorar el engagement y iv) el impacto de comunicación de la RSC y la sostenibilidad en el marketing y el marketing social.
Palabras clave:
Comunicación corporativa, Responsabilidad Social Corporativa (RSC), Gestión de la sostenibilidad, Relaciones con los grupos de interés, Redes sociales
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Investigaciones
Esta obra está bajo licencia internacional Creative Commons Reconocimiento-NoComercial-SinObrasDerivadas 4.0.
1 DERECHOS DE AUTOR
1.1 Los derechos de edición son de la Universidad Francisco de Vitoria y es necesario su permiso para cualquier reproducción. Por este motivo los autores deberán firmar un acuerdo de cesión de derechos y declaración de conflicto de intereses. Este es un requisito necesario para la publicación del artículo. En todo caso será necesario indicar la procedencia de cualquier reproducción total o parcial.
1.2 La UFV conserva los derechos patrimoniales (copyright) de las obras publicadas, y favorece y permite la reutilización de las mismas bajo la licencia de uso indicada en CREATIVE COMMONS.
Referencias
ABITBOL, Alan, MEEKS, Judson y CUMMINS, Glenn (2019). «Does oil and goodwill mix?: Examining
the oil and gas industry’s impact on stakeholder engagement on Facebook». Environmental
Communication, 13(2), 192–208. DOI: 10.1080/17524032.2018.1546751
ARAUJO, Theo y KOLLAT, Jana (2018). «Communicating effectively about CSR on Twitter: The power of
engaging strategies and storytelling elements». Internet Research, 28(2), 419–431. DOI: 10.1108/
IntR-04-2017-0172
BALASUBRAMANIAN, Siva K., FANG, Yiwei y YANG, Zihao (2020). «Twitter presence and experience
improve corporate social responsibility outcomes». Journal of Business Ethics. DOI: 10.1007/
s10551-020-04537-x
BARBEITO-CAAMAÑO, Adriana y CHALMETA, Ricardo (2020). «Using big data to evaluate corporate
social responsibility and sustainable development practices». Corporate Social Responsibility and
Environmental Management, 27(6), 2831-2848. DOI: 10.1002/csr.2006
BEDARD, Stephanie A. N., TOLMIE, Carri R. (2018). «Millennials’ green consumption behaviour: Exploring
the role of social media». Corporate Social Responsibility and Environmental Management, 25(6),
1388-1396. DOI: 10.1002/csr.1654
CAPRIOTTI, Paul y ZELER, Ileana (2020). «Disseminating Latin American companies’ corporate social
responsibility on Facebook: A comparative study with global companies». Palabra Clave, 23(2).
DOI: 10.5294/pacla.2020.23.2.7
CHU, Shu-Chuan y CHEN, Hsuan-Ting (2019). «Impact of consumers’ corporate social responsibilityrelated
activities in social media on brand attitude, electronic word-of-mouth intention, and purchase
intention: A study of Chinese consumer behavior». Journal of Consumer Behaviour, 18(6), 453-
462. DOI: 10.1002/cb.1784
COLLEONI, Elanor (2013). «CSR communication strategies for organizational legitimacy in
social media». Corporate Communications: An International Journal, 18(2), 228–248. DOI:
10.1108/13563281311319508
COOMBS, Timothy (2019). «Transmedia storytelling: a potentially vital resource for CSR communication».
Corporate Communications, 24(2), 351–367. DOI: 10.1108/CCIJ-11-2017-0114
DISTASSO, Marcia W., MCCORKINDALE, Tina y WRIGHT, Donald K. (2011). «How public relations
executives perceive and measure the impact of social media in their organizations». Public
Relations Review, 37(3), 325–328. DOI: 10.1016/j.pubrev.2011.06.005
DU, Shuili, BHATTACHARYA, C. B. y SEN, Sankar (2010). «Maximizing business returns to corporate
social responsibility (CSR): The role of CSR communication». International Journal of Management
Reviews, 12(1), 8-19. DOI: 10.1111/j.1468-2370.2009.00276.x
DUNN, Katherine, HARNES, David (2018). «Communicating corporate social responsibility in a social
world: the effects of company-generated and user-generated social media content on CSR
attributions and scepticism». Journal of Marketing Management, 34(17-18), 1503–1529. DOI:
10.1080/0267257X.2018.1536675
DUNN, Katherine, HARNES, David (2019). «Whose voice is heard? The influence of user-generated
versus company-generated content on consumer scepticism towards CSR». Journal of Marketing
Management, 35(9-10), 886-915. DOI: 10.1080/0267257X.2019.1605401
EBERLE, David, BERENS, Guido y LI, Ting (2013). «The impact of interactive corporate social
responsibility communication on corporate reputation». Journal of Business Ethics, 118(4), 731-
746. DOI: 10.1007/s10551-013-1957-y
ELVING, Wim J. L., POSTMA, Rosa-May (2017). «Social media: The dialogue myth? How organizations
use social media for stakeholder dialogue». In Van Ruler, Betteke, Smit, Lekje, Ihlen, Øyvind y
Romenti, Stefania (Eds.), How strategic communication shapes value and innovation in society.
Emerald Publishing Limited, págs. 123–141.
FREEMAN, R. Edward (1984). Strategic management. A stakeholder approach (Issue Book, Whole).
Pitman Ballinger.
HARTMANN, Patrick, FERNÁNDEZ, Paula, APAOLAZA, Vanessa, EISEND, Martin y D’SOUZA, Clare
(2020). «Explaining viral CSR message propagation in social media: The role of normative
influences». Journal of Business Ethics. DOI: 10.1007/s10551-020-04540-2
HAZEL, Desiree y KANG, Jiyun (2018). «The contributions of perceived CSR information substantiality
toward consumers’ cognitive, affective, and conative responses: The hierarchy of effects model
approach». Clothing and textiles research journal, 36(2), 62-77. DOI: 10.1177/0887302X17750747
HOLIDAY, Steven, HAYES, Jameson L., BRITT, Brian, C y LYU, Yuanweei (2020). «The cause effect: the
impact of corporate social responsibility advertising on cause consumer engagement behavior after
brand affiliation ceases». International Journal of Advertising. DOI: 10.1080/02650487.2020.1769408
HUANG, Lei, CLARKE, Amelia, HELDSINGER, Natalie y TIAN, Wen (2019). «The communication role of
social media in social marketing: a study of the community sustainability knowledge dissemination
on LinkedIn and Twitter». Journal of Marketing Analytics, 7(2), 64-75. DOI: 10.1057/s41270-019-
00053-8
ILLIA, Laura, ROMENTI, Stefania, RODRÍGUEZ-CÁNOVAS, Belén, MURTARELLI, Grazia y CARROLL,
Craig E. (2017). «Exploring corporations’ dialogue about CSR in the digital era». Journal of
Business Ethics, 146(1), 39–58. DOI: 10.1007/s10551-015-2924-6
JAHDI, Khosro S. y ACIKDILLI, Gaye (2009). «Marketing communications and corporate social
responsibility (CSR): Marriage of convenience or shotgun wedding?». Journal of Business Ethics,
88(1), 103-113. DOI: 10.1007/s10551-009-0113-1
LEE, Yeunjae y TAO, Weiting (2020). «Employees as information influencers of organization’s CSR
practices: The impacts of employee words on public perceptions of CSR». Public Relations Review,
46(1). DOI: 10.1016/j.pubrev.2020.101887
LIAO, Meng-Qi y MAK, Angela K. Y. (2019). «“Comments are disabled for this video”: A technological
affordances approach to understanding source credibility assessment of CSR information on
YouTube». Public Relations Review, 45(5). DOI: 10.1016/j.pubrev.2019.101840
MACNAMARA, Jim y ZERFASS, Ansgar (2012). «Social media communication in organizations: The
challenges of balancing openness, strategy, and management». International Journal of Strategic
Communication, 6(4), 287-308. DOI: 10.1080/1553118X.2012.711402
MCKEOWN, Carolyn y SHEARER, Linda (2019). «Taking sustainable fashion mainstream: Social media
and the institutional celebrity entrepreneur». Journal of Consumer Behaviour, 18(5), 406-414. DOI:
10.1002/cb.1780
MICHAELIDOU, Nina, y MICEVSKI, Milena (2019). «Consumers’ ethical perceptions of social media
analytics practices: Risks, benefits and potential outcomes». Journal of Business Research, 104,
576-586. DOI: 10.1016/j.jbusres.2018.12.008
MONFORT, Abel, VILLAGRA, Nuria y LÓPEZ-VÁZQUEZ, Belén (2019). «Exploring stakeholders’
dialogue and corporate social responsibility (CSR) on Twitter». Profesional de la informacion,
28(5). DOI: 10.3145/epi.2019.sep.13
MORSING, Mette y SCHULTZ, Majken (2006). «Corporate social responsibility communication:
stakeholder information, response and involvement strategies». Business Ethics: A European
Review, 15(4), 323–338. DOI: 10.1111/j.1467-8608.2006.00460.x
MORSING, Mette, SCHULTZ, Majken y NIELSEN, Kasper U. (2008). «The ‘Catch 22’ of communicating
CSR: Findings from a Danish study». Journal of Marketing Communications, 14(2), 97-111. DOI:
10.1080/13527260701856608
NGAI, Cindy S. B., EINWILLER, Sabine y SINGH, Rita G. (2020). «An exploratory study on content and
style as driving factors facilitating dialogic communication between corporations and publics on
social media in China». Public Relations Review, 46(1). DOI: 10.1016/j.pubrev.2019.101813
OKAZAKI, Shintaro, PLANGGER, Kirk, WEST, Douglas y MENÉNDEZ, Héctor D. (2020). «Exploring
digital corporate social responsibility communications on Twitter». Journal of Business Research,
117, 675-682. DOI: 10.1016/j.jbusres.2019.09.006
PALIWODA-MATIOLANSKA, Adriana, SMOLAK-LOZANO, Emilia y NAKAYAMA, Atsuho (2020).
«Corporate image or social engagement: Twitter discourse on corporate social responsibility (CSR)
in public relations strategies in the energy sector». Profesional de la informacion, 29(3), 1-16. DOI:
10.3145/epi.2020.may.33
PELOZA, John y SHANG, Jingzhi (2011). «How can corporate social responsibility activities create value
for stakeholders? A systematic review». Journal of the Academy of Marketing Science, 39(1), 117-
135. DOI: 10.1007/s11747-010-0213-6
RUGGERI, Arianna y SAMOGGIA, Antonella (2018). «Twitter communication of agri-food chain actors
on palm oil environmental, socio-economic, and health sustainability». Journal of Consumer
Behaviour, 17(1), 75-93. DOI: 10.1002/cb.1699
SAXTON, Gregory D., GOMEZ, Lina, NGOH, Zed, LIN, Yi-Pin y DIETRICH, Sarah (2019). «Do CSR
messages resonate? Examining public reactions to firms’ CSR efforts on social media». Journal of
Business Ethics, 155(2), 359-377. DOI: 10.1007/s10551-017-3464-z
SAXTON, Gregory D., REN, Charlotte y GUO, Chao (2020). «Responding to diffused stakeholders on
social media: Connective power and firm reactions to CSR-related Twitter messages». Journal of
Business Ethics. DOI: 10.1007/s10551-020-04472-x
SCOTT, W. Richard (2014). Institutions and organizations: Ideas and interests. Sage.
SONG, Baobao y Wen, Jing (2020). «Online corporate social responsibility communication strategies
and stakeholder engagements: A comparison of controversial versus noncontroversial industries».
Corporate Social Responsibility and Environmental Management, 27(2), 881-896. DOI: 10.1002/
csr.1852
SUCHMAN, Mark C. (1995). «Managing legitimacy: Strategic and institutional approaches». Academy of
Management Review, 20(3), 571-610. DOI: 10.2307/258788
VOGLER, Daniel y EISENEGGER, Mark (2020). «CSR communication, corporate reputation, and
the role of the news media as an agenda-setter in the digital age. Business and Society. DOI:
10.1177/0007650320928969
WANG, Yijing y PALA, BUKET (2020). «Communicating philanthropic CSR versus ethical and legal CSR
to employees: empirical evidence in Turkey». Corporate Communications. DOI: 10.1108/CCIJ-01-
2020-0014
YOUNG, C. William, RUSSELL, Sally V., ROBINSON, Cheryl A. y CHINTAKAYALA, Phani K. (2018).
«Sustainable retailing – Influencing consumer behaviour on food waste». Business Strategy and
the Environment, 27(1), 1-15. DOI: 10.1002/bse.1966
ZELER, Ileana y CAPRIOTTI, Paul (2019). «Communicating corporate social responsibility issues on
Facebook’s corporate fanpages of Latin American companies». Profesional de la informacion,
28(5). DOI: 10.3145/epi.2019.sep.07
ZHANG, Shu, GOSSELT, Jordy F. y DE JONG, Menno D. T. (2020). «How large information technology
companies use Twitter: Arrangement of corporate accounts and characteristics of Tweets». Journal
of Business and Technical Communication, 34(4), 364–392. DOI: 10.1177/1050651920932191
the oil and gas industry’s impact on stakeholder engagement on Facebook». Environmental
Communication, 13(2), 192–208. DOI: 10.1080/17524032.2018.1546751
ARAUJO, Theo y KOLLAT, Jana (2018). «Communicating effectively about CSR on Twitter: The power of
engaging strategies and storytelling elements». Internet Research, 28(2), 419–431. DOI: 10.1108/
IntR-04-2017-0172
BALASUBRAMANIAN, Siva K., FANG, Yiwei y YANG, Zihao (2020). «Twitter presence and experience
improve corporate social responsibility outcomes». Journal of Business Ethics. DOI: 10.1007/
s10551-020-04537-x
BARBEITO-CAAMAÑO, Adriana y CHALMETA, Ricardo (2020). «Using big data to evaluate corporate
social responsibility and sustainable development practices». Corporate Social Responsibility and
Environmental Management, 27(6), 2831-2848. DOI: 10.1002/csr.2006
BEDARD, Stephanie A. N., TOLMIE, Carri R. (2018). «Millennials’ green consumption behaviour: Exploring
the role of social media». Corporate Social Responsibility and Environmental Management, 25(6),
1388-1396. DOI: 10.1002/csr.1654
CAPRIOTTI, Paul y ZELER, Ileana (2020). «Disseminating Latin American companies’ corporate social
responsibility on Facebook: A comparative study with global companies». Palabra Clave, 23(2).
DOI: 10.5294/pacla.2020.23.2.7
CHU, Shu-Chuan y CHEN, Hsuan-Ting (2019). «Impact of consumers’ corporate social responsibilityrelated
activities in social media on brand attitude, electronic word-of-mouth intention, and purchase
intention: A study of Chinese consumer behavior». Journal of Consumer Behaviour, 18(6), 453-
462. DOI: 10.1002/cb.1784
COLLEONI, Elanor (2013). «CSR communication strategies for organizational legitimacy in
social media». Corporate Communications: An International Journal, 18(2), 228–248. DOI:
10.1108/13563281311319508
COOMBS, Timothy (2019). «Transmedia storytelling: a potentially vital resource for CSR communication».
Corporate Communications, 24(2), 351–367. DOI: 10.1108/CCIJ-11-2017-0114
DISTASSO, Marcia W., MCCORKINDALE, Tina y WRIGHT, Donald K. (2011). «How public relations
executives perceive and measure the impact of social media in their organizations». Public
Relations Review, 37(3), 325–328. DOI: 10.1016/j.pubrev.2011.06.005
DU, Shuili, BHATTACHARYA, C. B. y SEN, Sankar (2010). «Maximizing business returns to corporate
social responsibility (CSR): The role of CSR communication». International Journal of Management
Reviews, 12(1), 8-19. DOI: 10.1111/j.1468-2370.2009.00276.x
DUNN, Katherine, HARNES, David (2018). «Communicating corporate social responsibility in a social
world: the effects of company-generated and user-generated social media content on CSR
attributions and scepticism». Journal of Marketing Management, 34(17-18), 1503–1529. DOI:
10.1080/0267257X.2018.1536675
DUNN, Katherine, HARNES, David (2019). «Whose voice is heard? The influence of user-generated
versus company-generated content on consumer scepticism towards CSR». Journal of Marketing
Management, 35(9-10), 886-915. DOI: 10.1080/0267257X.2019.1605401
EBERLE, David, BERENS, Guido y LI, Ting (2013). «The impact of interactive corporate social
responsibility communication on corporate reputation». Journal of Business Ethics, 118(4), 731-
746. DOI: 10.1007/s10551-013-1957-y
ELVING, Wim J. L., POSTMA, Rosa-May (2017). «Social media: The dialogue myth? How organizations
use social media for stakeholder dialogue». In Van Ruler, Betteke, Smit, Lekje, Ihlen, Øyvind y
Romenti, Stefania (Eds.), How strategic communication shapes value and innovation in society.
Emerald Publishing Limited, págs. 123–141.
FREEMAN, R. Edward (1984). Strategic management. A stakeholder approach (Issue Book, Whole).
Pitman Ballinger.
HARTMANN, Patrick, FERNÁNDEZ, Paula, APAOLAZA, Vanessa, EISEND, Martin y D’SOUZA, Clare
(2020). «Explaining viral CSR message propagation in social media: The role of normative
influences». Journal of Business Ethics. DOI: 10.1007/s10551-020-04540-2
HAZEL, Desiree y KANG, Jiyun (2018). «The contributions of perceived CSR information substantiality
toward consumers’ cognitive, affective, and conative responses: The hierarchy of effects model
approach». Clothing and textiles research journal, 36(2), 62-77. DOI: 10.1177/0887302X17750747
HOLIDAY, Steven, HAYES, Jameson L., BRITT, Brian, C y LYU, Yuanweei (2020). «The cause effect: the
impact of corporate social responsibility advertising on cause consumer engagement behavior after
brand affiliation ceases». International Journal of Advertising. DOI: 10.1080/02650487.2020.1769408
HUANG, Lei, CLARKE, Amelia, HELDSINGER, Natalie y TIAN, Wen (2019). «The communication role of
social media in social marketing: a study of the community sustainability knowledge dissemination
on LinkedIn and Twitter». Journal of Marketing Analytics, 7(2), 64-75. DOI: 10.1057/s41270-019-
00053-8
ILLIA, Laura, ROMENTI, Stefania, RODRÍGUEZ-CÁNOVAS, Belén, MURTARELLI, Grazia y CARROLL,
Craig E. (2017). «Exploring corporations’ dialogue about CSR in the digital era». Journal of
Business Ethics, 146(1), 39–58. DOI: 10.1007/s10551-015-2924-6
JAHDI, Khosro S. y ACIKDILLI, Gaye (2009). «Marketing communications and corporate social
responsibility (CSR): Marriage of convenience or shotgun wedding?». Journal of Business Ethics,
88(1), 103-113. DOI: 10.1007/s10551-009-0113-1
LEE, Yeunjae y TAO, Weiting (2020). «Employees as information influencers of organization’s CSR
practices: The impacts of employee words on public perceptions of CSR». Public Relations Review,
46(1). DOI: 10.1016/j.pubrev.2020.101887
LIAO, Meng-Qi y MAK, Angela K. Y. (2019). «“Comments are disabled for this video”: A technological
affordances approach to understanding source credibility assessment of CSR information on
YouTube». Public Relations Review, 45(5). DOI: 10.1016/j.pubrev.2019.101840
MACNAMARA, Jim y ZERFASS, Ansgar (2012). «Social media communication in organizations: The
challenges of balancing openness, strategy, and management». International Journal of Strategic
Communication, 6(4), 287-308. DOI: 10.1080/1553118X.2012.711402
MCKEOWN, Carolyn y SHEARER, Linda (2019). «Taking sustainable fashion mainstream: Social media
and the institutional celebrity entrepreneur». Journal of Consumer Behaviour, 18(5), 406-414. DOI:
10.1002/cb.1780
MICHAELIDOU, Nina, y MICEVSKI, Milena (2019). «Consumers’ ethical perceptions of social media
analytics practices: Risks, benefits and potential outcomes». Journal of Business Research, 104,
576-586. DOI: 10.1016/j.jbusres.2018.12.008
MONFORT, Abel, VILLAGRA, Nuria y LÓPEZ-VÁZQUEZ, Belén (2019). «Exploring stakeholders’
dialogue and corporate social responsibility (CSR) on Twitter». Profesional de la informacion,
28(5). DOI: 10.3145/epi.2019.sep.13
MORSING, Mette y SCHULTZ, Majken (2006). «Corporate social responsibility communication:
stakeholder information, response and involvement strategies». Business Ethics: A European
Review, 15(4), 323–338. DOI: 10.1111/j.1467-8608.2006.00460.x
MORSING, Mette, SCHULTZ, Majken y NIELSEN, Kasper U. (2008). «The ‘Catch 22’ of communicating
CSR: Findings from a Danish study». Journal of Marketing Communications, 14(2), 97-111. DOI:
10.1080/13527260701856608
NGAI, Cindy S. B., EINWILLER, Sabine y SINGH, Rita G. (2020). «An exploratory study on content and
style as driving factors facilitating dialogic communication between corporations and publics on
social media in China». Public Relations Review, 46(1). DOI: 10.1016/j.pubrev.2019.101813
OKAZAKI, Shintaro, PLANGGER, Kirk, WEST, Douglas y MENÉNDEZ, Héctor D. (2020). «Exploring
digital corporate social responsibility communications on Twitter». Journal of Business Research,
117, 675-682. DOI: 10.1016/j.jbusres.2019.09.006
PALIWODA-MATIOLANSKA, Adriana, SMOLAK-LOZANO, Emilia y NAKAYAMA, Atsuho (2020).
«Corporate image or social engagement: Twitter discourse on corporate social responsibility (CSR)
in public relations strategies in the energy sector». Profesional de la informacion, 29(3), 1-16. DOI:
10.3145/epi.2020.may.33
PELOZA, John y SHANG, Jingzhi (2011). «How can corporate social responsibility activities create value
for stakeholders? A systematic review». Journal of the Academy of Marketing Science, 39(1), 117-
135. DOI: 10.1007/s11747-010-0213-6
RUGGERI, Arianna y SAMOGGIA, Antonella (2018). «Twitter communication of agri-food chain actors
on palm oil environmental, socio-economic, and health sustainability». Journal of Consumer
Behaviour, 17(1), 75-93. DOI: 10.1002/cb.1699
SAXTON, Gregory D., GOMEZ, Lina, NGOH, Zed, LIN, Yi-Pin y DIETRICH, Sarah (2019). «Do CSR
messages resonate? Examining public reactions to firms’ CSR efforts on social media». Journal of
Business Ethics, 155(2), 359-377. DOI: 10.1007/s10551-017-3464-z
SAXTON, Gregory D., REN, Charlotte y GUO, Chao (2020). «Responding to diffused stakeholders on
social media: Connective power and firm reactions to CSR-related Twitter messages». Journal of
Business Ethics. DOI: 10.1007/s10551-020-04472-x
SCOTT, W. Richard (2014). Institutions and organizations: Ideas and interests. Sage.
SONG, Baobao y Wen, Jing (2020). «Online corporate social responsibility communication strategies
and stakeholder engagements: A comparison of controversial versus noncontroversial industries».
Corporate Social Responsibility and Environmental Management, 27(2), 881-896. DOI: 10.1002/
csr.1852
SUCHMAN, Mark C. (1995). «Managing legitimacy: Strategic and institutional approaches». Academy of
Management Review, 20(3), 571-610. DOI: 10.2307/258788
VOGLER, Daniel y EISENEGGER, Mark (2020). «CSR communication, corporate reputation, and
the role of the news media as an agenda-setter in the digital age. Business and Society. DOI:
10.1177/0007650320928969
WANG, Yijing y PALA, BUKET (2020). «Communicating philanthropic CSR versus ethical and legal CSR
to employees: empirical evidence in Turkey». Corporate Communications. DOI: 10.1108/CCIJ-01-
2020-0014
YOUNG, C. William, RUSSELL, Sally V., ROBINSON, Cheryl A. y CHINTAKAYALA, Phani K. (2018).
«Sustainable retailing – Influencing consumer behaviour on food waste». Business Strategy and
the Environment, 27(1), 1-15. DOI: 10.1002/bse.1966
ZELER, Ileana y CAPRIOTTI, Paul (2019). «Communicating corporate social responsibility issues on
Facebook’s corporate fanpages of Latin American companies». Profesional de la informacion,
28(5). DOI: 10.3145/epi.2019.sep.07
ZHANG, Shu, GOSSELT, Jordy F. y DE JONG, Menno D. T. (2020). «How large information technology
companies use Twitter: Arrangement of corporate accounts and characteristics of Tweets». Journal
of Business and Technical Communication, 34(4), 364–392. DOI: 10.1177/1050651920932191