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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

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;
A hipocrisia corporativa como conceito convergente entre as formas de comunicação estratégica do maior banco da Colômbia. : Uma análise simultânea entre usuários e organização

dc.creatorPacheco-Ortiz, Diana
dc.creatorEscobar-Sierra, Manuela
dc.creatorSuárez-Monsalve, Ana María
dc.date2024-09-26
dc.date.accessioned2025-05-08T15:02:47Z
dc.date.available2025-05-08T15:02:47Z
dc.identifierhttps://ojs.uc.cl/index.php/cdi/article/view/69399
dc.identifier10.7764/cdi.59.69399
dc.identifier.urihttps://revistaschilenas.uchile.cl/handle/2250/252395
dc.descriptionOrganizations need to agree on their objectives to build strategic communication with their target audiences to ensure coherence and avoid reputational risks due to the perception of corporate hypocrisy. In this work, we propose to characterize corporate hypocrisy as a convergent concept between the forms of strategic communication of the largest bank in Colombia and its users. To achieve this, we used a mixed methodology consisting of a quantitative exploratory analysis phase and a second phase based on qualitative content analysis. The main findings show a discrepancy between the bank's communication and the way users who mention the bank communicate. This could represent a phenomenon of perception of hypocrisy that the bank's communication strategy should consider. The limitation of the study is that more than the information shared on the networks is needed to deduce the bank's real motivations or the way it delivers the promised services, so this is essential to consider in future research.en-US
dc.descriptionOrganizations need to agree on their objectives to build strategic communication with their target audiences to ensure coherence and avoid reputational risks due to the perception of corporate hypocrisy. In this work, we propose to characterize corporate hypocrisy as a convergent concept between the forms of strategic communication of the largest bank in Colombia and its users. To achieve this, we used a mixed methodology consisting of a quantitative exploratory analysis phase and a second phase based on qualitative content analysis. The main findings show a discrepancy between the bank's communication and the way users who mention the bank communicate. This could represent a phenomenon of perception of hypocrisy that the bank's communication strategy should consider. The limitation of the study is that more than the information shared on the networks is needed to deduce the bank's real motivations or the way it delivers the promised services, so this is essential to consider in future research.es-ES
dc.descriptionAs organizações devem chegar a acordo sobre os seus propósitos para estabelecer uma comunicação estratégica com os seus diferentes públicos, a fim de garantir a coerência e evitar riscos reputacionais devido a percepções de hipocrisia corporativa. Neste trabalho propomos caracterizar a hipocrisia corporativa como um conceito convergente entre as formas de comunicação estratégica do maior banco da Colômbia e seus usuários. Para isso, utilizamos uma metodologia mista composta por uma fase de análise exploratória quantitativa e uma segunda fase baseada em uma análise de conteúdo qualitativa. As principais conclusões mostram uma lacuna entre a comunicação do banco e a forma como os usuários que mencionam o banco se comunicam, o que poderia estar configurando um fenómeno de percepções de hipocrisia que a estratégia de comunicação do banco deveria considerar. A limitação do estudo é que é necessário mais do que a informação partilhada nas redes para deduzir as reais motivações do banco ou como presta os serviços prometidos, pelo que é essencial considerá-lo para pesquisas futuras.pt-BR
dc.formatapplication/pdf
dc.formatapplication/pdf
dc.languageeng
dc.languagespa
dc.publisherFacultad de Comunicaciones de la Pontificia Universidad Católica de Chilees-ES
dc.relationhttps://ojs.uc.cl/index.php/cdi/article/view/69399/65078
dc.relationhttps://ojs.uc.cl/index.php/cdi/article/view/69399/65992
dc.rightsDerechos de autor 2024 Diana Pacheco-Ortiz, Manuela Escobar-Sierra, Ana María Suárez-Monsalvees-ES
dc.rightshttps://creativecommons.org/licenses/by-nc-sa/4.0/es-ES
dc.sourceCuadernos.info; No. 59 (2024): General Issues: Cuadernos.info celebrates its 40th anniversary; 298-323en-US
dc.sourceCuadernos.info; Núm. 59 (2024): Temas generales: Celebramos los 40 años de Cuadernos.info; 298-323es-ES
dc.sourceCuadernos.info; n. 59 (2024): Questões gerais: Comemoramos 40 anos de Cuadernos.info; 298-323pt-BR
dc.source0719-367X
dc.subjectComunicación Estratégicaes-ES
dc.subjectRelaciones Públicases-ES
dc.subjectHipocresía Corporativaes-ES
dc.subjectComunicación Dialógicaes-ES
dc.subjectBoca a Bocaes-ES
dc.subjectAnálisis Exploratorioes-ES
dc.subjectStrategic Communicationen-US
dc.subjectPublic Relationsen-US
dc.subjectCorporate Hypocrisyen-US
dc.subjectDialogic Communicationen-US
dc.subjectWord of Mouthen-US
dc.subjectExploratory Analysisen-US
dc.subjectComunicação Estratégicapt-BR
dc.subjectRelações Públicaspt-BR
dc.subjectHipocrisia Corporativapt-BR
dc.subjectComunicação Dialógicapt-BR
dc.subjectBoca a Bocapt-BR
dc.subjectAnálise Exploratóriapt-BR
dc.titleCorporate hypocrisy as a convergent concept among the forms of strategic communication of the largest bank in Colombia. : A concurrent analysis between users and organizationen-US
dc.titleCorporate hypocrisy as a convergent concept among the forms of strategic communication of the largest bank in Colombia: A concurrent analysis between users and organizationes-ES
dc.titleA hipocrisia corporativa como conceito convergente entre as formas de comunicação estratégica do maior banco da Colômbia. : Uma análise simultânea entre usuários e organizaçãopt-BR
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion


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