Corporate Social Responsibility of Local TV: A Case Study
Journal Title: Revista CEA - Year 2020, Vol 6, Issue 12
Abstract
Corporate social responsibility in the mass media industry is a current topic in the debate of the academic community. Therefore, this study aims to describe the reality of a local Ecuadorian TV station based on the problems related to social responsibility found on site as perceived by internal and external stakeholders. For that purpose, we applied a deductive quanti-qualitative approach that combined descriptive research and action research by means of surveys answered by external stakeholders and in-depth interviews with employees. As a result, we created a concrete action plan to improve the corporate social responsibility of local media. The results show that, in general and as commented by the employees of local media, their organizations have a good work environment, and they are satisfied with the emotional and social support they receive. Nevertheless, such companies should promote more actions to protect the environment. The media should also optimize their processes to address the needs of external stakeholders (that is, customers, suppliers, and public organizations). Most respondents confirmed the importance of trust in the interaction to develop empathy and strengthen commercial relations. As a result, we can conclude that any kind of medium, regardless of its size and audience, should systematize its social responsibility processes in order to provide sustainable development in the short, medium, and long term.
Authors and Affiliations
Ana Criollo-Uyaguari, Andrea Feijóo-Valarezo, Angel Torres-Toukoumidis
Keywords
Related Articles
- EP ID EP697653
- DOI 10.22430/24223182.1583
- Views 112
- Downloads 0
Digital Marketing Strategies Used by Sports Retail Companies
In order to determine the current effectiveness of the search engine marketing strategies used by sports retail companies, this paper examines the case of two multi-sport stores, Decathlon and Sprinter, due to the import...
Research trends in the area of business history: a bibliometric approach
Business is considered a very important topic in the world today due to the uncertainty and multiple actors that make up the business environment and different markets. Although researchers’ interest in business history...
Gestión de tecnología en el escrutinio electoral en Colombia
La tecnología es fundamental en el desarrollo de procesos electorales. Este factor tuvo incidencia en los comicios de 2014 en Colombia, especialmente en la transparencia de la gestión electoral (GE). El objetivo de este...
Stock valuation in Pacific Alliance countries using the dividend discount model
The objective of this study is to analyze investment opportunities in publicly traded firms in Pacific Alliance countries using the dividend discount model. The software Economática was employed to collect multiple data:...
What are female SMEs leaders like? Applied study in Costa Rica
This study is an analysis of the characteristics of Costar Rican female entrepreneurs and their businesses. The aim is to provide insight and make proposals to support this economic sector. The method involves a quantita...