Corporate hypocrisy as a convergent concept among the forms of strategic communication of the largest bank in Colombia. : A concurrent analysis between users and organization

Diana Pacheco-Ortiz; Manuela Escobar-Sierra; Ana María Suárez-Monsalve

doi:10.7764/cdi.59.69399

Autores/as

Diana Pacheco-Ortiz Instituto Tecnológico Metropolitano https://orcid.org/0000-0001-7409-006X
Manuela Escobar-Sierra Universidad de Medellín (Colombia) http://orcid.org/0000-0003-1865-6238
Ana María Suárez-Monsalve Universidad de Medellín (Colombia) https://orcid.org/0000-0002-8611-6690

DOI:

https://doi.org/10.7764/cdi.59.69399

Palabras clave:

Comunicación Estratégica, Relaciones Públicas, Hipocresía Corporativa, Comunicación Dialógica, Boca a Boca, Análisis Exploratorio

Resumen

Las organizaciones deben acordar sus propósitos para establecer una comunicación estratégica con sus diferentes públicos para asegurar coherencia y evitar riesgos reputacionales por percepciones de hipocresía corporativa. En este trabajo nos proponemos caracterizar la hipocresía corporativa como un concepto convergente entre las formas de comunicación estratégica del banco más grande de Colombia y sus usuarios, usando una metodología mixta compuesta por una fase de análisis exploratorio cuantitativo y una segunda fase basada en análisis de contenido cualitativo. Los principales hallazgos muestran una brecha entre las comunicaciones del banco y la forma en la que se comunican los usuarios que lo mencionan, lo que podría estar configurando un fenómeno de percepciones de hipocresía que la estrategia comunicacional del banco debería considerar. La limitación del estudio es que se necesita más que la información compartida en redes para deducir las motivaciones reales del banco o cómo presta los servicios prometidos, por lo que es fundamental considerarlo en investigaciones futuras.

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Biografía del autor/a

Diana Pacheco-Ortiz, Instituto Tecnológico Metropolitano

Diana Pacheco-Ortiz, docente investigadora de la Facultad de Ciencias Económicas y Administrativas del Instituto Tecnológico Metropolitano de Medellín. Sus áreas de desempeño son contabilidad y finanzas, responsabilidad social empresarial y educación. Es licenciada en Educación, contadora pública, especialista en finanzas, magíster en Enseñanza de las Matemáticas, magíster en Ciencias Administrativas y Ph.D.(c) en Administración.

Manuela Escobar-Sierra, Universidad de Medellín (Colombia)

Manuela Escobar-Sierra, es profesora e investigadora senior de la Facultad de Ciencias Económicas y Administrativas de la Universidad de Medellín y líder del grupo de investigación CITIE (Ciencia, tecnología, innovación y emprendimiento). Sus áreas de desempeño son el análisis de Big data utilizando técnicas computacionales y lenguaje de programación Python en el contexto organizacional. Es ingeniera industrial, especialista, magíster y doctora en Ingeniería.

Ana María Suárez-Monsalve, Universidad de Medellín (Colombia)

Ana María Suárez-Monsalve, profesora asociada e investigadora junior de la Universidad de Medellín. Desarrolla investigación en comunicación estratégica, relaciones públicas y en estudios latinoamericanos. Es docente de metodología de investigación en comunicación y en relaciones corporativas. Es doctora en Estudios Latinoamericanos, magíster en Educación y comunicadora social-periodista. Es miembro de Latin American Studies Association -LASA, Asociación Latinoamericana de Investigación en Comunicación -ALAIC, Latin American Communication Monitor -LCM y Asociación Colombiana de Investigadores en Comunicación -ACICOM.

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