واکاوی مفهوم مسئولیت اجتماعی دیجیتال: بررسی عملکرد کسب‌وکارهای ایرانی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت اجرایی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران.

2 کارشناس ارشد مدیریت اجرایی، دانشگاه مازندران، بابلسر، ایران.

3 کارشناسی ارشد مدیریت بازرگانی، آموزش عالی راهبرد شمال،گیلان، ایران

4 کارشناسی ارشد مدیریت بازرگانی ،دانشکده مدیریت ،دانشگاه ازاد اسلامی رشت ،گیلان

چکیده

هدف: با نفوذ فناوری‌های دیجیتال در دنیای امروز، درک مسئولیت اجتماعی شرکت‌ها در فضای جدید کسب و کار، دشوارتر از قبل شده است، در همین راستا پژوهش حاضر با هدف درک مفهوم مسئولیت اجتماعی دیجیتال و وضعیت به‌کارگیری آن توسط کسب‌وکارهای دیجیتالی کشور صورت گرفته است.
روش‌شناسی: روش پژوهش از نظر هدف، کاربردی و از نظر رویکرد یک تحقیق آمیخته اکتشافی است. در بخش کیفی، روش فراترکیب با استفاده از روش سندلوسکی و باروسو (2007) انجام شد، به این منظور 25 مقاله طی سال‌های 2000-2022 شرایط ورود به مطالعه را پیدا کرد. در بخش کمی کسب‌وکارهای منتخب در زمینه بهره‌گیری از کدهای مسئولیت اجتماعی دیجیتال در کسب‌وکار خود، با استفاده از روش تحلیل محتوای کمی بررسی شدند.
یافته‌ها: براساس نتایج فراترکیب، مفهوم مسئولیت اجتماعی دیجیتال در 6 مقوله اصلی «فعالیت‌های بشردوستانه در فضای دیجیتال»، «فعالیت‌های اجتماعی در فضای دیجیتال»، «فعالیت‌های زیست‌محیطی در فضای دیجیتال»، «محتوای مسئولانه در فضای دیجیتال»، «روابط مسئولانه با مشتریان در فضای دیجیتال» و «عملکرد مسئولانه کسبوکار» تبیین کرد. یافته‌های تحلیل محتوای کمی نشان داد مقوله‌های مشارکت در فعالیت‌های داوطلبانه دارای بیشترین فراوانی و کنش‌گری در فضای مجازی دارای کم‌ترین فراوانی بود.
نتیجه‌گیری: با تغییرات در محیط کسب‌وکارها و حرکت به سمت تحول دیجیتال، کسب‌وکارها نیازمند تغییر جهت از فعالیت‌های مسئولیت اجتماعی سنتی (آفلاین) به سمت فعالیت‌های
مسئولیت اجتماعی از طریق بسترهای دیجیتالی هستند. به این منظور شرکت‌ها باید به الزامات مسئولیت اجتماعی دیجیتال توجه کنند.

کلیدواژه‌ها

عنوان مقاله [English]

Analyzing the Concept of Digital Social Responsibility: With study of Selected Iranian Businesses

نویسندگان [English]

  • bahareh Abedin 1
  • Sahar Mehdipour Pija 2
  • Arezou Hosseinzadeh 3
  • Hamideh Honarmand Haghighi 4
1 Assistant Professor, Department of Executive Management, Faculty of Economic and Administrative Sciences, University of Mazandaran , Babolsar, Iran.
2 Master of Executive Management, Mazandaran University, Babolsar, Iran.
3 Master of Business Administration, Northern Strategy Higher Education, Gilan, Iran
4 MSC..business administration,management university.Gulan, Iran.
چکیده [English]

With the penetration of digital technologies in today's world, understanding corporate social responsibility in the new business place has become more difficult than before, so, the current research is conducted with the aim of understanding the concept of digital social responsibility and the state of its application by the digital businesses in Iran.
the methodology is an exploratory mixed method. In the qualitative part, by using the method of Sandelowski and Barroso (2007), a meta-combination was conducted. for this purpose, 25 articles during 2000-2022 met inclusion criteria. In the quantitative section, the selected businesses were investigated by using the quantitative content analysis method From the point of view of applying digital social responsibility codes in their business.
Based on the Meta‐synthesis results, the concept of digital social responsibility was identified in 6 main categories: "Humanitarian activities in digital space ", "Social activities in digital space", "Environmental activities in digital space", "Responsible content in digital space", "Responsible relationships with customers in digital space" And "responsible business performance." Quantitative content analysis findings showed that the categories of participation in voluntary activities had the highest frequency and activism in cyberspace had the lowest frequency.
Businesses should consider the new dimensions of social responsibility such as deep and interactive relationships with customers, taking action on social issues, and all-around empathy with audiences in oncoming crises (from economic to natural crises).

کلیدواژه‌ها [English]

  • Social responsibility
  • digital social responsibility
  • social media

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