Corporate social responsibility analyzed in the Exame.com

Abstract

Whether it is academic relevance, or even the resulting publicity for companies, corporate social responsibility (CSR) is in evidence. This article aims to analyze how CSR is approached in the reports of a specialized business website since reports of this nature usually influence managers in decision making. In methodological terms, this is a qualitative research, exploratory and descriptive that used the reports on the subject CSR, released to the public in the digital collection of the site Exame.com. Data were processed in the IRAMUTEQ software and analyzed using the technique Hierarchical Descending. The results were categorized into four classes of contents: (a) economic interest of companies and practices of corporate citizenship; (b) influence of stakeholders in corporate actions; (c) CSR as a marketing tool; (d) sustainability, environment and social impact and related CSR theories according to Garriga and Melé (2004). Data analysis shows that classes 1, 2 and 3 correspond to 73.3% of the reports, showing CSR actions focused on business strategies for companies. In class 4, 26.7% of the reports focused on sustainability and the environment, dissociating the ethical and economic relationship.