Advertising communication in digital media: The management of social responsibility in Third Sector Organizations
Comunicación publicitaria en medios digitales: La gestión de la responsabilidad social en las Organizaciones del Tercer Sector
Comunicação publicitária em mídia digital: A gestão da responsabilidade social em Organizações do Terceiro Setor
| 2020 | |
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public publicity communication Organizational Social Responsibility digital media Third Sector Organization públicos comunicación publicitaria Responsabilidad Social Organizacional medios digitales Organización del Tercer Sector público comunicação publicitária Responsabilidade Social Organizacional mídia digital Organização do Terceiro Setor |
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| Español | |
| Universidad ORT Uruguay | |
| RAD | |
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https://revistas.ort.edu.uy/inmediaciones-de-la-comunicacion/article/view/2960
http://hdl.handle.net/20.500.11968/4170 |
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| Acceso abierto | |
| Derechos de autor 2020 InMediaciones de la Comunicación |
| Sumario: | The management of the Organizational Social Responsibility (OSR) in Third Sector Organizations (TSO) allows them to present themselves as ethical and coherent organizations engaged with their audiences, environments and community. Advertising communication in digital media allows proper strategic management of the RSO, in order to sensitize audiences and obtain their support. This inquiry analyses whether TSO from Mexico, Chile, Spain and England use advertising communication to make their OSR public in their websites. Three OSR variables are measured: ethical behaviour, environment and climate change and contribution to the community by content analysis. The results show that TSO from England are the ones that use advertising communication the most for making their OSR actions public, compared with those from Mexico. Nevertheless, the organizations from the four countries have important challenges to face in order to strengthen their OSR and their digital advertising communication. Mainly, they must understand that the correct management of the OSR and advertising communication on digital media strengthen their reputation and trust with their audiences. |
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