The congruence of SDG communication in formal and informal channels performed by self-titled sustainable companies
Keywords:Social networks, SDG, disclosure, communication, Twitter
Objective – Identify whether companies with substantial aspects related to sustainability and corporate social Responsibility (CSR) with high market values are consistent with what is presented in sustainability reports with posts on social media.
Methodology – The virtual communities investigated were based on Interbrand rankings, the most valuable brands, and the Dow Jones Sustainability Index. Twitter was the social network chosen and elements of the netnography approach were used together with content and document analysis, in addition to network analysis exploration, with support of UCINET.
Results – The hashtags most adopted by companies were #ClimateChange, #CleanEnergy, #climate, #climateaction, which are directly related to the Sustainable Development Goals – SDGs. The results showed that companies had communicated their actions related to the SDGs through the social network Twitter. However, some of them still do not adequately explore this tool.
Limitations/Research implications - As a limitation of the research, it was not easy to locate some communities in which companies publish their hashtags referring to the SDGs. In addition, some companies do not present the actions related to the SDGs in their sustainability reports.
Originality - The use of network analysis and content and document analysis proved to be effective in obtaining the results. This element is understood as an essential methodological contribution due to its originality in the communication of sustainable actions.
Ali, W., Frynas, J. G., & Mahmood, Z. (2017). Determinants of Corporate Social Responsibility (CSR) Disclosure in Developed and Developing Countries: A Literature Review. 294(March), 273–294. https://doi.org/10.1002/csr.1410
Araujo, T., & Kollat, J. (2018). Communicating effectively about CSR on Twitter: The power of engaging strategies and storytelling elements. Internet Research, 28(2), 419–431. https://doi.org/10.1108/IntR-04-2017-0172
Arvidsson, A., & Caliandro, A. (2016). Brand Public. Journal of Consumer Research, October 2015, 1–23. https://doi.org/10.1093/jcr/ucv053
Bachmann, P., & Ingenhoff, D. (2016). Legitimacy through CSR disclosures? The advantage outweighs the disadvantages. Public Relations Review, 1(1), 9.
Bagozzi, R. P., Bergami, M., Marzocchi, G. L., & Morandin, G. (2012). Customer-organization relationships: Development and test of a theory of extended identities. Journal of Applied Psychology, 97(1), 63–76. https://doi.org/10.1037/a0024533
Bardin, L. (2016). Análise de Conteúdo (Edições 70 (ed.)).
Bastianoni, S., Coscieme, L., Caro, D., Marchettini, N., & Pulselli, F. M. (2018). The needs of sustainability : The overarching contribution of systems approach. Ecological Indicators, 1(1), 69–73. https://doi.org/10.1016/j.ecolind.2018.08.024
Borgatti, S. P.; Everett, M.G.; Freeman, L. (2002). Ucinet for Windows: software for Social Network Analysis. Analytic Technologies.
Brogi, S. (2014). Online Brand Communities: A Literature Review. Procedia - Social and Behavioral Sciences. https://doi.org/10.1016/j.sbspro.2013.12.477
Cherif, H., & Miled, B. (2013). Are Brand Communities Influencing Brands through Co-creation? A Cross-National Example of the Brand AXE: In France and in Tunisia. International Business Research. https://doi.org/10.5539/ibr.v6n9p14
Dahl, R. (2010). Green Washing : Do You Know What You ’ re Buying ? Greenwash : Growing ( Almost ) Unchecked. Environmental Health Perspectives, 118, A246–A252. https://doi.org/10.1289/ehp.118-a246
de Rezende Pinto, M., & Luna Batinga, G. (2016). O Consumo Consciente no Contexto do Consumismo Moderno: Algumas Reflexões. Gestão.Org, 14(Spe), 30–43. https://doi.org/10.21714/1679-18272016v14esp.p30-43
ElAlfy, A., Darwish, K. M., & Weber, O. (2020). Corporations and sustainable development goals communication on social media: Corporate social responsibility or just another buzzword? Sustainable Development, 28(5), 1418–1430. https://doi.org/10.1002/sd.2095
Etter, M. (2014). Broadcasting, reacting, engaging – three strategies for CSR communication in twitter. Journal of Communication Management, 18(4), 322–342. https://doi.org/10.1108/JCOM-01-2013-0007
Fontenelle, I. (2017). Cultura do consumo: fundamentos e formas contemporâneas. FGV Editora.
García-Sánchez, I. M., Rodríguez-Ariza, L., Aibar-Guzmán, B., & Aibar-Guzmán, C. (2020). Do institutional investors drive corporate transparency regarding business contribution to the sustainable development goals? Business Strategy and the Environment, 1(1), 1–18. https://doi.org/10.1002/bse.2485
GRI. (2015). SDG Compass: The guide for business action on the SDGs. GRI. https://sdgcompass.org/wp-content/%0Auploads/2016/05/019104_SDG_Compass_Guide_2015_v29.pdf
He, H. W., & Balmer, J. M. T. (2007). Identity studies: Multiple perspectives and implications for corporate-level marketing. European Journal of Marketing, 41(7–8), 765–785. https://doi.org/10.1108/03090560710752393
Hew, K. F. (2011). Students’ and teachers’ use of Facebook. Computers in Human Behavior, 27(2), 662–676. https://doi.org/10.1016/j.chb.2010.11.020
Ho Lee, T. (2017). The status of corporate social responsibility research in public relations: A content analysis of published articles in eleven scholarly journals from 1980 to 2015. Public Relations Review, 43(1), 211–218. https://doi.org/10.1016/j.pubrev.2016.10.001
HP. (2017). HP Sustainable.
Kahle, L. R., & Gurel-Atay. (2015). Communicating sustainability for the green economy. Routledge.
Kent, M. L., & Taylor, M. (2016). From Homo Economicus to Homo dialogicus: Rethinking social media use in CSR communication. Public Relations Review, 42(1), 60–67. https://doi.org/10.1016/j.pubrev.2015.11.003
Kopnina, H. (2017). Teaching Sustainable Development Goals in The Netherlands: a critical approach. Environmental Education Research, 24(9), 1268–1283.
Kopnina, H. (2020). Education for the future? Critical evaluation of education for sustainable development goals. The Journal of Environmental Education, 1(1), 1–13.
Kozinets, R. V. (2002). The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research, 39(1), 61–72. https://doi.org/10.1509/jmkr.220.127.116.1135
Kozinets, R. V. (2010). Netnografia: a arma secreta dos profissionais de Marketing.
Kozinets, R. V. (2012). Marketing Netnography: Prom/ot(Ulgat)ing a New Research Method. Methodological Innovations Online. https://doi.org/10.4256/mio.2012.004
Kozinets, R. V. (2014). Netnografia - realizando pesquisa etnográfica online.
Kozinets, R. V., Valck, K., Wojnicki, A. C., & Wilner, S. J. . (2010). Networked Narratives. Understanding Word-of-Mouth Marketing in Online Communities, 74(2), 71–89. https://doi.org/10.1509/jmkg.74.2.71
Kozinets, R. V. (1998). On Netnography: Initial Reflections on Consumer Research Investigations of Cyberculture. 25, 366–371.
Losa-Jonczyk, A. (2020). Communication strategies in social media in the example of ICT companies. Information (Switzerland), 11(5), 1–15. https://doi.org/10.3390/INFO11050254
Mayrand, K., & Trottier, S. (2011). Investigacion sobre el ecoblanqueamiento. El estado del mundo: anuario economico geopolítico mundial.
Meschede, M. (2019). Information dissemination related to the Sustainable Development Goals on German local governmental websites. Sustainable Development Goals, 1(1), 1–18.
Musgrove, F., Pilsik, C., & Cox, K. C. (2018). Consumer Perceptions of Green Marketing Claims: An Examination of the Relationships with Type of Claim and Corporate Credibility. Services Marketing Quarterly, 39(4), 277–292. https://doi.org/10.1080/15332969.2018.1514794
Olofsson, L., & Mark-Herbert, C. (2020). Creating shared values by integrating un sustainable development goals in corporate communication—the case of apparel retail. Sustainability (Switzerland), 12(21), 1–15. https://doi.org/10.3390/su12218806
ONU. (2015). ODS - Nações Unidas. https://nacoesunidas.org/pos2015/
Reilly, A. H., & Larya, N. (2018). External Communication about sustanability: Corporate Social Responsibility and Social Media Activity. Environmental Communication, 1(1), 18.
Siemens. (2017). Siemens.
Snehota, L. R. M. (2014). Netnography approach as a tool for marketing research: the case of Dash-P&G/TTV. Management Decision, 52(4), 689–704.
Subandi, F. D., Hermanto, E., Keumala, N. S., & Putri, D. A. D. (2019). Berkooliah : Utilizing Social Media to Encourage Youths in Pursuing Higher Education. ACM International Conference Proceeding Series, 274–278.
Wu, J., Guo, S., Huang, H., Liu, W., & Xiang, Y. (2018). Information and communications technologies for sustainable development goals: State-of-the-art, needs and perspectives. IEEE Communications Surveys and Tutorials, 20(3), 2389–2406. https://doi.org/10.1109/COMST.2018.2812301
Yin, R. K. (2001). Estudo de caso: planejamento e métodos. In Catalogação na publicação: Mônica Ballejo Canto. https://doi.org/10.1088/1751-8113/44/8/085201
Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The in fl uence of greenwashing perception on green purchasing intentions : The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740–750. https://doi.org/10.1016/j.jclepro.2018.03.201
How to Cite
Copyright (c) 2021 Revista de Administração da UFSM
This work is licensed under a Creative Commons Attribution 4.0 International License.
This journal remains the copyright holders of articles published. In order to be published, authors must sign the Copyrights Letter, which is sent to the authors by e-mail, thus granting rights, including on translation, to ReA/UFSM. The journal grants third parties the right to use, reproduce, and share the article according to the Creative Commons license agreement (CC-BY 4.0), as stated in the article’s PDF documents.