Impacto en las redes sociales de las Grandes Empresas Españolas: Reputación Corporativa, Integridad y Comportamiento Ético

• Published in: AD research 2014-01, Vol.9 (9), p.100-117
• Main Authors: Casado, A. M., Peláez, J. I., Callejón, A. M.
• Format: Article
• Language: eng ; spa
• Subjects: comportamiento ético; redes sociales; reputación corporativa; social media
• ISSN: 1889-7304; 2340-3144
• DOI: 10.7263/adresic-009-06

Corporate Reputation, CR, is currently a high intangible value for companies. Its recognition, measurement and effective management are the key factors to corporate survival and sustainability over time. But this effort is not simple, the relationship with their stakeholders is changing due to new technologies, labor relations, environmental issues, corporate image, branding and business ethics. Therefore, it is necessary to analyze the relationship between the CR and its various components. This paper presents a study where the relationship between integrity and CR perceived by the public in social networks and media on-line is analyzed. For this purpose a sample of Spanish companies were selected according to their profit size. The results of this study allow us to understand into what extent the ethics of large companies manage to influence their perception and whether or not this CR received through social networks penalize their attractiveness or admiration in the social media. This partnership will provide a new perspective on how integrity performs in the current scenario between companies and their stakeholders over Internet. Ultimately, this research shows if citizens and companies, human person and legal person, act and express their behaviour in social networks under the same ethical level. It also helps to prove the tendency —one of the two or both— to contribute to the improvement and recovery of the lack of trust in the business market. Only then can we maintain a solid CR in a complex and changing global environment in which the human being, as a natural or legal person, is the protagonist. La reputación corporativa, RC, es actualmente un intangible de gran valor para las empresas. Su identificación, medición y gestión efectiva resultan claves para la supervivencia empresarial y su sostenibilidad en el tiempo. Pero esta gestión no es sencilla, ya que la relación con los públicos esta cambiando debido a las nuevas tecnologías, y por los componentes que forman parte de la misma, la responsabilidad social corporativa, las relaciones laborales, cuestiones medioambientales, imagen y marca, y por supuesto la ética empresarial, ya que en un momento como el actual, dominado por la desconfianza, la integridad y el comportamiento ético de las compañías se consideran los pilares fundamentales para sustentar dicha RC. Es por ello, que es preciso analizar la relación existente entre la RC y sus diferentes componentes. En este trabajo se realiza un estudi