Managing synchronous social media communications for corporate social responsibility
DOI:
https://doi.org/10.5281/zenodo.15258986Keywords:
management, social media, corporate social responsibilityAbstract
The main objective of this article is to analyze the management of communication on synchronous social media within the framework of Corporate Social Responsibility (CSR) in the Venezuelan Petrochemical Industry. To this end, a mixed or complementary epistemological approach was employed, oriented toward descriptive, analytical research, with a non-experimental, cross-sectional field design. The study population consisted of nine corporate Public Affairs and Social Development managers, who were administered two data collection instruments: a questionnaire composed of 16 Likert-type questions and a structured interview with three open-ended questions. Among the main findings, it was identified that the synchronous social media least used by managers is YouTube, while managers showed a clear preference for audio social media. Finally, the study concludes that there are weaknesses in the management of communication through synchronous social media, attributable to the lack of unified criteria regarding Corporate Social Responsibility within the Venezuelan petrochemical industry. This situation poses the challenge of designing a social media communication management model that strengthens CSR in this sector.
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