The Bittersweet Truth: Corporate Social Responsibility in Online Communication Between a Coffee Company and its Customers
With the increased use of the internet, social networks have acted as a relationship channel between consumers and companies. This paper aims to analyze the communication between an organization and its customers in a Brazilian online community, based on corporate social responsibility (CSR) criteri...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
FUCAPE Business School
2021-01-01
|
| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123067049003 |
| _version_ | 1797250515750354944 |
|---|---|
| author | Ana Paula Kieling Maria José Barbosa de Souza Franciane Reinert Lyra Ricardo Boeing |
| author_facet | Ana Paula Kieling Maria José Barbosa de Souza Franciane Reinert Lyra Ricardo Boeing |
| author_sort | Ana Paula Kieling |
| collection | DOAJ |
| description | With the increased use of the internet, social networks have acted as a relationship channel between consumers and companies. This paper aims to analyze the communication between an organization and its customers in a Brazilian online community, based on corporate social responsibility (CSR) criteria VBA model, which is composed of the elements of value, balance, and accountability. Netnography was applied to the Facebook fan page of a company brand that manufactures and sells coffee machines and capsules. The results demonstrated that the elements of the VBA model do not meet the expected criteria in the social network analyzed, showing a discrepancy between what the organization intends to deliver and what is delivered to customers. These findings have implications for the theory and practice of organizations, broadening the discussion about CSR practices and consumer behavior. It also highlighted the need to investigate deeply the constructs that built the VBA Model contributing to develop the field. |
| first_indexed | 2024-03-07T20:26:40Z |
| format | Article |
| id | doaj.art-aee0c6b31538427a916f7dd630374ffa |
| institution | Directory Open Access Journal |
| issn | 1807-734X |
| language | English |
| last_indexed | 2024-04-24T20:47:37Z |
| publishDate | 2021-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj.art-aee0c6b31538427a916f7dd630374ffa2024-03-21T19:30:20ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2021-01-0118216017610.15728/bbr.2021.18.2.3The Bittersweet Truth: Corporate Social Responsibility in Online Communication Between a Coffee Company and its CustomersAna Paula KielingMaria José Barbosa de SouzaFranciane Reinert LyraRicardo BoeingWith the increased use of the internet, social networks have acted as a relationship channel between consumers and companies. This paper aims to analyze the communication between an organization and its customers in a Brazilian online community, based on corporate social responsibility (CSR) criteria VBA model, which is composed of the elements of value, balance, and accountability. Netnography was applied to the Facebook fan page of a company brand that manufactures and sells coffee machines and capsules. The results demonstrated that the elements of the VBA model do not meet the expected criteria in the social network analyzed, showing a discrepancy between what the organization intends to deliver and what is delivered to customers. These findings have implications for the theory and practice of organizations, broadening the discussion about CSR practices and consumer behavior. It also highlighted the need to investigate deeply the constructs that built the VBA Model contributing to develop the field.http://www.redalyc.org/articulo.oa?id=123067049003online communitycorporate social responsibilitycommunicationconsumer behaviornetnography |
| spellingShingle | Ana Paula Kieling Maria José Barbosa de Souza Franciane Reinert Lyra Ricardo Boeing The Bittersweet Truth: Corporate Social Responsibility in Online Communication Between a Coffee Company and its Customers BBR: Brazilian Business Review online community corporate social responsibility communication consumer behavior netnography |
| title | The Bittersweet Truth: Corporate Social Responsibility in Online Communication Between a Coffee Company and its Customers |
| title_full | The Bittersweet Truth: Corporate Social Responsibility in Online Communication Between a Coffee Company and its Customers |
| title_fullStr | The Bittersweet Truth: Corporate Social Responsibility in Online Communication Between a Coffee Company and its Customers |
| title_full_unstemmed | The Bittersweet Truth: Corporate Social Responsibility in Online Communication Between a Coffee Company and its Customers |
| title_short | The Bittersweet Truth: Corporate Social Responsibility in Online Communication Between a Coffee Company and its Customers |
| title_sort | bittersweet truth corporate social responsibility in online communication between a coffee company and its customers |
| topic | online community corporate social responsibility communication consumer behavior netnography |
| url | http://www.redalyc.org/articulo.oa?id=123067049003 |
| work_keys_str_mv | AT anapaulakieling thebittersweettruthcorporatesocialresponsibilityinonlinecommunicationbetweenacoffeecompanyanditscustomers AT mariajosebarbosadesouza thebittersweettruthcorporatesocialresponsibilityinonlinecommunicationbetweenacoffeecompanyanditscustomers AT francianereinertlyra thebittersweettruthcorporatesocialresponsibilityinonlinecommunicationbetweenacoffeecompanyanditscustomers AT ricardoboeing thebittersweettruthcorporatesocialresponsibilityinonlinecommunicationbetweenacoffeecompanyanditscustomers AT anapaulakieling bittersweettruthcorporatesocialresponsibilityinonlinecommunicationbetweenacoffeecompanyanditscustomers AT mariajosebarbosadesouza bittersweettruthcorporatesocialresponsibilityinonlinecommunicationbetweenacoffeecompanyanditscustomers AT francianereinertlyra bittersweettruthcorporatesocialresponsibilityinonlinecommunicationbetweenacoffeecompanyanditscustomers AT ricardoboeing bittersweettruthcorporatesocialresponsibilityinonlinecommunicationbetweenacoffeecompanyanditscustomers |