THE USE OF SOCIAL MEDIA BY COMPANIES LISTED ON THE CORPORATE SUSTAINABILITY INDEX

Claudio Marcos Maciel da Silva, Marcelo Rosa Boschi, Jorge Vieira da Rocha, Sérgio Luiz de Argolo Bezerra

Abstract


The corporate image is one of the most valuable resources for business sustainability. Considering a scenario of economic recession and greater demand for companies' social role, it is necessary to incorporate values of socioenvironmental responsibility. The purpose of this study is to analyze the use of social media by companies listed on the Corporate Sustainability Index (ISE, in portuguese), in order to verify the alignment between the message transmitted by these companies with the principles of corporate governance and corporate sustainability. Posts made during the period of one year on the main social networks (Facebook, Instagram and Youtube) of the 28 (twenty eight) companies that make up the ISE portfolio were analyzed. The results found indicate that Youtube is the channel where corporate responsibility messages are more frequent and have a higher volume of accesses. Regarding the engagement of companies listed on the ISE, companies in the financial sector stand out.

Keywords


Corporate Sustainability; Marketing; Social Media



DOI: https://doi.org/10.23925/2179-3565.2020v11i3p62-72

Refbacks

  • There are currently no refbacks.


Licença Creative Commons
This Journal  is licensed under a Creative Commons Attribution - NonCommercial -Share Alike 4.0 International