Corporate hypocrisy as a convergent concept among the forms of strategic communication of the largest bank in Colombia.

Abstract

Organizations need to agree on their objectives to build strategic communication with their target audiences to ensure coherence and avoid reputational risks due to the perception of corporate hypocrisy. In this work, we propose to characterize corporate hypocrisy as a convergent concept between the forms of strategic communication of the largest bank in Colombia and its users. To achieve this, we used a mixed methodology consisting of a quantitative exploratory analysis phase and a second phase based on qualitative content analysis. The main findings show a discrepancy between the bank's communication and the way users who mention the bank communicate. This could represent a phenomenon of perception of hypocrisy that the bank's communication strategy should consider. The limitation of the study is that more than the information shared on the networks is needed to deduce the bank's real motivations or the way it delivers the promised services, so this is essential to consider in future research.

Keywords

• Strategic Communication
• Public Relations
• Corporate Hypocrisy
• Dialogic Communication
• Word of Mouth
• Exploratory Analysis