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...

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Autores principales:	Ana Paula Kieling, Maria José Barbosa de Souza, Franciane Reinert Lyra, Ricardo Boeing
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2021
Materias:	online community corporate social responsibility communication consumer behavior netnography Business HF5001-6182
Acceso en línea:	https://doaj.org/article/aee0c6b31538427a916f7dd630374ffa
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id	oai:doaj.org-article:aee0c6b31538427a916f7dd630374ffa
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spelling	oai:doaj.org-article:aee0c6b31538427a916f7dd630374ffa2021-11-11T15:48:08ZThe Bittersweet Truth: Corporate Social Responsibility in Online Communication Between a Coffee Company and its Customers1807-734X10.15728/bbr.2021.18.2.3https://doaj.org/article/aee0c6b31538427a916f7dd630374ffa2021-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123067049003https://doaj.org/toc/1807-734XWith 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.Ana Paula KielingMaria José Barbosa de SouzaFranciane Reinert LyraRicardo BoeingFUCAPE Business Schoolarticleonline communitycorporate social responsibilitycommunicationconsumer behaviornetnographyBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 18, Iss 2, Pp 160-176 (2021)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	online community corporate social responsibility communication consumer behavior netnography Business HF5001-6182
spellingShingle	online community corporate social responsibility communication consumer behavior netnography Business HF5001-6182 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
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.
format	article
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
title	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_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_sort	bittersweet truth: corporate social responsibility in online communication between a coffee company and its customers
publisher	FUCAPE Business School
publishDate	2021
url	https://doaj.org/article/aee0c6b31538427a916f7dd630374ffa
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The Bittersweet Truth: Corporate Social Responsibility in Online Communication Between a Coffee Company and its Customers

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