Información y desinformación en la comunicación de la responsabilidad social: la generación de confianza en el cliente

Pérez Calle, Ricardo Diego ; García Casarejos, Nieves (Universidad de Zaragoza) ; García Bernal, Javier (Universidad de Zaragoza) ; Rojo Domingo, Héctor

Resumen: 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.

Idioma: Inglés

DOI: 10.5783/revrrpp.v15i30.915

Año: 2025

Publicado en: Revista internacional de relaciones públicas 15, 30 (2025), 5-24
ISSN: 2174-3681

Tipo y forma: Article (Published version)

Área (Departamento): Área Organización de Empresas (Dpto. Direcc.Organiza.Empresas)