Uso y comunicación de la Responsabilidad Social Empresarial como estrategia de marketing en redes sociales para mejorar la competitividad de las pymes latinoamericanas
Thesis
The present article offers a quasi-experimental study to support the theoretical foundations that suggest that Corporate Social Responsibility (CSR) contributes to enhancing the competitiveness of SMEs in Latin America when communicated as a digital marketing strategy on social networks. It highlights the lack of implementation of comprehensive CSR strategies and systematic communication approaches in these organizations. Through a quasi-experimental study conducted in collaboration with the Colombian SME BIOCO, the impact of CSR on social media marketing, specifically on Instagram, is investigated. The performance of CSR-related posts in terms of reach, interaction, and engagement is analyzed. Although the initial results do not validate completely the initial working hypothesis, significant trends are identified pointing to the importance of CSR communication in enhancing SME competitiveness. It is recommended to replicate the experiment with an SME that has not previously used CSR communication and to conduct a long-term evaluation to analyze sustainable changes in the Latin American market.
