Abstract

REYES VELASCO, MIGUEL FERNANDO  and  RODRIGUEZ OREJUELA, HÉCTOR AUGUSTO. PERSPECTIVE-TAKING AND CORPORATE SOCIAL RESPONSIBILITY COMMUNICATION: A CONCEPTUAL REVIEW. Rev.fac.cienc.econ. [online]. 2018, vol.26, n.2, pp.99-114. ISSN 0121-6805.  https://doi.org/10.18359/rfce.2888.

This is the first product of an ongoing research project focused on Corporate Social Responsibility (CSR) communication. It is stated that companies make mistakes in CSR communication processes, one of which is not to raise awareness of CSR activities among consumers because of their failure to disseminate programs or consumer's disregard of the importance of CSR activities. Finding the most effective way to keep consumers informed, without losing credibility, plays an important role in the strategic objectives of CSR. In the framework of the CSR communication model, perspective-taking (cognitive empathy, role-taking) emerges as a concept that has not yet been analyzed in light of the literature on marketing communication and consumer's behavior, as an alternative in designing contents related to and aimed at influencing stakeholders. Some concepts and their alternatives are reviewed.

Keywords : communication; corporate social responsibility (CSR); empathy; marketing; perspective-taking.

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