000165550 001__ 165550
000165550 005__ 20260112132215.0
000165550 0247_ $$2doi$$a10.5783/revrrpp.v15i30.915
000165550 0248_ $$2sideral$$a147247
000165550 037__ $$aART-2025-147247
000165550 041__ $$aeng
000165550 100__ $$0(orcid)0000-0003-2726-7146$$aPérez Calle, Ricardo Diego
000165550 245__ $$aInformación y desinformación en la comunicación de la responsabilidad social: la generación de confianza en el cliente
000165550 260__ $$c2025
000165550 5060_ $$aAccess copy available to the general public$$fUnrestricted
000165550 5203_ $$aThis research analyzes the capacity of corporate communication actions -in the context of social responsibility- to generate customer trust and establish an affective bond between both parties, which can provide companies with a superior competitive situation. In order to carry out this analysis, a qualitative study -through a focus group- and a quantitative study -through surveys- on real communication actions carried out by companies in the context of environmental sustainability have been carried out. The results show that when the public perceives an objective and consistent informational context, aligned with the core business of the firm, it promotes the creation of an affective consumer-company trust relationship. In the
case of perceived misinformation, the negative impact on customer trust is high. This study has some limitations, including the inability to infer causality from the established relationships and the complexity of the underlying mechanisms and interdependencies among the variables analyzed. However, these limitations are in line with the exploratory approach adopted in the research. The findings point to significant practical implications, emphasizing the importance of aligning communication strategies with the organization’s corporate
identity and image.
000165550 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttps://creativecommons.org/licenses/by-nc-nd/4.0/deed.es
000165550 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000165550 700__ $$0(orcid)0000-0002-5142-0270$$aGarcía Casarejos, Nieves$$uUniversidad de Zaragoza
000165550 700__ $$0(orcid)0000-0002-4540-4952$$aGarcía Bernal, Javier$$uUniversidad de Zaragoza
000165550 700__ $$0(orcid)0000-0002-7809-7717$$aRojo Domingo, Héctor
000165550 7102_ $$14012$$2650$$aUniversidad de Zaragoza$$bDpto. Direcc.Organiza.Empresas$$cÁrea Organización de Empresas
000165550 773__ $$g15, 30 (2025), 5-24$$pRev. int. relac. públicas$$tRevista internacional de relaciones públicas$$x2174-3681
000165550 8564_ $$s337755$$uhttps://zaguan.unizar.es/record/165550/files/texto_completo.pdf$$yVersión publicada
000165550 8564_ $$s1954463$$uhttps://zaguan.unizar.es/record/165550/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000165550 909CO $$ooai:zaguan.unizar.es:165550$$particulos$$pdriver
000165550 951__ $$a2026-01-12-11:09:54
000165550 980__ $$aARTICLE