Comunicação da Responsabilidade Social Empresarial em Websites Corporativos: Estudo Comparado com Grandes Empresas de Países Emergentes

José Milton de Sousa-Filho, Lilian Soares Outtes Wanderley, Rafael Lucian, Koen van der Kooy

Resumo


O presente estudo analisa a comunicação da responsabilidade social empresarial (RSE) pela internet baseado no conjunto de indicadores denominado Índice de Comunicação da Responsabilidade Social pela Web (CSRIDOW). Os dados foram coletados nos websites corporativos de 124 grandes empresas de 12 países considerados emergentes no intuito de investigar a existência de: diferença entre a comunicação da RSE pela internet nos anos 2007 e 2012; e correlação entre a comunicação da RSE pela internet e o desempenho financeiro das empresas. Para analisar os dados e testar hipóteses foram utilizadas estatísticas descritivas, correlação bivariada e teste de diferença de média. Como resultado, constatou-se diferença na comunicação da RSE pela internet entre os anos pesquisados, e não foi observada correlação entre comunicação da RSE pela internet e desempenho financeiro. Identificou-se o crescimento da divulgação da RSE pela internet em 2012 em relação a 2007. O maior crescimento em CSRIDOW deu-se nas empresas chinesas, que comunicam a RSE em seus websites em 2012 três vezes mais do que em 2007.


Palavras-chave


Responsabilidade Social Empresarial (RSE), Comunicação da RSE, Divulgação de Informações Pela Web, Website Corporativo, Países Emergentes.

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