Desempeño de responsabilidad social empresarial divulgado en medios virtuales por el impacto del COVID-19
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Palabras clave

COVID-19
web pages
social networks
corporate social responsibility COVID-19
redes sociales

Cómo citar

Hernández Pajares, J., & Yagui Nishii, V. (2021). Desempeño de responsabilidad social empresarial divulgado en medios virtuales por el impacto del COVID-19. Cuadernos Latinoamericanos De Administración, 17(33). Recuperado a partir de https://revistas.unbosque.edu.co/index.php/cuaderlam/article/view/rse_covid_19_medios_virtuales

Resumen

La economía de las empresas ha sido afectada por la contingencia generada por la pandemia del COVID-19.
Esto ha provocado varias acciones por parte de la Responsabilidad Social Empresarial (RSE) con sus grupos de interés,
que son promovidas por organizaciones no gubernamentales y gobiernos. En este contexto, las empresas peruanas
también participaron prontamente de estas actividades de RSE, que fueron informadas a sus grupos de interés en distintos medios de comunicación. Por este motivo, esta investigación se planteó como objetivo un análisis del desempeño de RSE divulgado en medios virtuales por el impacto de la pandemia por el COVID-19. Para cumplir este objetivo, se llevó a cabo un estudio cualitativo mediante un análisis de contenido de las actuaciones de RSE, que empresas peruanas divulgaron en sus páginas web y redes sociales en el primer semestre de 2020. Los resultados del estudio señalan que se presentó un importante desempeño de sostenibilidad corporativa con la comunidad en ayudas sociales. En cuanto a las acciones con trabajadores y clientes, estas presentaron una menor divulgación y estuvieron enfocadas en aspectos que les permitieron mantener sus operaciones. Estas prácticas, en la mayor parte de los casos, presentan un enfoque reactivo de actuación de responsabilidad social y, en otras situaciones, se convierten en respuestas proactivas destinadas a contribuir al desarrollo sostenible de los grupos de interés.

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