La influencia de la responsabilidad social empresarial sobre la audiencia accionista de Ecopetrol S.A

Abstract

This monographic thesis exposes theoretically, methodologically and conceptually, the way in which Corporate Social Responsibility affects the shareholder audience of a company, as it is in this case, Ecopetrol. The research is developed through the analysis of the communicative impact that the contents issued by the company have on its audiences of interest, understood as the company's audience. For this purpose, first a theoretical definition of each important concept within the research is made, then a description of the company's communication ecosystem is made, and finally through an audience analysis, to recognize the way in which Ecopetrol's contents impact at a communicative level, the audience made up of potential investors.