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

Authors

  • Claudio Marcos Maciel da Silva Universidade Federal do Rio de Janeiro, UFRJ, Rio de Janeiro, Rio de Janeiro http://orcid.org/0000-0001-8334-3671
  • Marcelo Rosa Boschi Escola Superior de Propaganda e Marketing (ESPM)
  • Jorge Vieira da Rocha Centro Universitário Augusto Motta (UNISUAM)
  • Sérgio Luiz de Argolo Bezerra Universidade Federal do Rio de Janeiro, UFRJ, Rio de Janeiro, Rio de Janeiro

DOI:

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

Keywords:

Corporate Sustainability, Marketing, Social Media

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.

Author Biographies

Claudio Marcos Maciel da Silva, Universidade Federal do Rio de Janeiro, UFRJ, Rio de Janeiro, Rio de Janeiro

Professor Adjunto da FACC/UFRJ. Doutor em Administração pela Universidade do Grande Rio (UNIGRANRIO)

Marcelo Rosa Boschi, Escola Superior de Propaganda e Marketing (ESPM)

Professor Adjunto da Escola Superior de Propaganda e Marketing - ESPM. Doutor em Administração pela Universidade do Grande Rio (UNIGRANRIO)

Jorge Vieira da Rocha, Centro Universitário Augusto Motta (UNISUAM)

Professor da UNISUAM. Doutorando em Educação na Universidad Internacional Iberoamericana (UNINI) Campeche  Mexico

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Published

2020-10-20

Issue

Vol. 11 No. 3 (2020)

Section

Papers

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