55678

Mikaéli da Silva Giordani
Caroline Keidann Soschinski
Roberto Carlos Klann

Revista Gestão Organizacional

Este estudo teve como objetivo investigar a relação entre o uso corporativo de mídias sociais e as práticas de responsabilidade social corporativa (RSC), uma vez que o Facebook e o Twitter se caracterizam como meios menos custosos de divulgação de informações, principalmente aquelas não obrigatórias, como as de RSC. Para isso, realizou-se uma pesquisa descritiva, documental e de abordagem quantitativa, por meio da operacionalização de regressão linear múltipla, modelo Tobit, por erros-padrão robustos. A análise consistiu em 360 observações durante os anos de 2013 a 2017. Os principais achados evidenciaram uma relação positiva entre o uso corporativo de mídias sociais e as práticas de RSC, o que foi confirmado pelo teste de sensibilidade. Além disso, as variáveis de controle tamanho, crescimento das vendas, retorno sobre os ativos e alavancagem também se apresentaram significantes, sendo úteis para explicar a RSC. Os resultados deste estudo sugerem que a mídia social e, mais especificamente o Facebook e o Twitter, podem ser considerados meios facilitadores para as empresas divulgarem informações voluntárias, visto que esses canais possibilitam divulgação rápida, abrangente e de menor custo. Portanto, a pesquisa contribui ao expandir a literatura sobre os temas, por meio de testes empíricos, que consideraram medidas agregadas tanto do uso corporativo de mídia social como de RSC.

Disclosure voluntário, Facebook, Mídia social, Responsabilidade Social Corporativa, Twitter

GIORDANI, M. S.; SOSCHINSKI, C. K.; KLANN, R. C. Uso Corporativo de Mídia Social e a Responsabilidade Social Corporativa. Revista Gestão Organizacional, v. 12, n. 3, p. 18-34, 2019.

Giordani, M. S., Soschinski, C. K., & Klann, R. C. (2019). Uso Corporativo de Mídia Social e a Responsabilidade Social Corporativa. Revista Gestão Organizacional, 12(3), 18-34.

http://dx.doi.org/10.22277/rgo.v12i3.5192

https://www.spell.org.br/documentos/ver/55678/uso-corporativo-de-midia-social-e-a-responsabilidade-social-corporativa/i/pt-br

Artigo

Português

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