| Resumen: |
Intangible values, including Corporate Social Responsibility (CSR), are becoming increasingly important in the business world, where socially responsible and sustainable performance is becoming an element of differentiation in the market. Companies are aware of this, and in their search for social legitimization, they must take into account the social, environmental and economic consequences of their actions. However, as it is well known, "what is not communicated does not exist", so, to achieve this legitimization, companies must publicize the responsible initiatives they carry out in these three areas of sustainability. In this context, the corporate podcast is presented, a priori, as a successful business communication tool to transmit corporate sustainability. Given this reality, the aim of this research is to find out whether the corporate podcast is a useful tool for the dissemination of this type of content. For this purpose, a case study of the BBVA Podcast (Blink) has been carried out during the year 2022, resulting in a sample of 46 podcast deliveries. Among the main results, it stands out that sustainability is only addressed in 17. 40% of the podcasts broadcast, which means that, although the first steps have been taken, there is still a long way to go. On the other hand, those deliveries that talk about sustainability in the company do so with expressions connected to the Sustainable Development Goals (SDGs), so the achievement of the 2030 Agenda is very present in this type of communications. |
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