165550 20260112132215.0 doi 10.5783/revrrpp.v15i30.915 sideral 147247 ART-2025-147247 eng Pérez Calle, Ricardo Diego (orcid)0000-0003-2726-7146 Información y desinformación en la comunicación de la responsabilidad social: la generación de confianza en el cliente 2025 This 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. Access copy available to the general public Unrestricted info:eu-repo/semantics/openAccess by-nc-nd https://creativecommons.org/licenses/by-nc-nd/4.0/deed.es info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion García Casarejos, Nieves Universidad de Zaragoza (orcid)0000-0002-5142-0270 García Bernal, Javier Universidad de Zaragoza (orcid)0000-0002-4540-4952 Rojo Domingo, Héctor (orcid)0000-0002-7809-7717 4012 650 Universidad de Zaragoza Dpto. Direcc.Organiza.Empresas Área Organización de Empresas 15, 30 (2025), 5-24 Rev. int. relac. públicas Revista internacional de relaciones públicas 2174-3681 337755 http://zaguan.unizar.es/record/165550/files/texto_completo.pdf Versión publicada 1954463 http://zaguan.unizar.es/record/165550/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:165550 articulos driver 2026-01-12-11:09:54 ARTICLE