Social responsibility in the digital age: An analysis of the impact of social networks

Abstract

Corporate Social Responsibility (CSR) has evolved from a philanthropic approach to a more comprehensive perspective, standards and reference frameworks have been established, which guide companies in their approach to social responsibility. In the digital age, companies must apply social responsibility practices in the management of social networks. This implies guaranteeing the privacy and security of user data, promoting digital inclusion, being transparent in communication, avoiding unethical practices and using technology to generate a positive impact on society. Social networks have transformed society, changing the way we communicate, access information and participate in public debates. In the business environment, social networks have allowed companies to interact directly with their audience, build their brand image, analyze consumer data and manage their online reputation. Documentary and exploratory research was carried out to collect information and theoretically support the study on the importance of the brand and its influence on the perception of consumers in the market. A qualitative research approach was used and selection criteria were applied to articles published between 2018 and 2023.