Uso y comunicación de la Responsabilidad Social Empresarial en estrategias de marketing digital y redes sociales por pymes latinoamericanas. Una revisión de la literatura del periodo 2017-2023
Thesis
The following literature review analyzes the application of socially responsible initiatives by small and medium-sized Latin American companies and their communication in digital marketing campaigns as a strategy for positioning, increased sales or, in general, as a competitive advantage. The purpose of this research was to analyze and describe the existing literature on the use of CSR and digital marketing applied by small and medium-sized companies in Latin America, as well as the combination of both strategies to generate a notable competitive advantage. The challenges and difficulties currently faced by SMEs in Latin America were also analyzed with respect to the integration of socially responsible activities and the efficient use of digital marketing. A systematic literature review methodology was applied with a narrative approach, where search equations with key terms were applied in databases such as Google Scholar and the integrated search system (CRAI) of the Universidad del Rosario, a detailed process of selection and evaluation of academic documents following the PRISMA model for the selection of the articles present in the document. The practical implications indicate that there is a wide field of study and opportunities for SMEs that apply these strategies, however, it was found that many of these companies have a limited application of either corporate social responsibility or digital marketing strategies in their organizational activities. It is also highlighted that those companies that do use these initiatives do not tend to unite them and/or communicate it to their target audience as a strategy. On the other hand, there is a shortage of academic articles that relate these two principles specifically for the case of Latin American SMEs, this is in part due to the difficulties present in collecting broad and relevant information that supports research, especially in the case of corporate social responsibility in Latin SMEs.
