The importance of corporate social responsibility for advertising of social capital in small and medium enterprises

Abstract

Social, economic and technological changes within the modern world have transformed the role of companies before society and, through this prism, the issue of Corporative Social Responsibility stands out. However, for small and mediumsized companies, there are several limitations which prevent their management to benefit from a bigger integration in such matter. As a means of overcoming obstacles, a broader application of social capital concept is been attemptively set through stronger trust bonds, belief and norm sharing, and social network interaction. Therefore, the present study aims to present the theory of social capital and link it to Corporative Social Responsibility and comprehend their interactions, applicability and gains applied to small and medium enterprises. It is also pointed out some variables which may serve to measure Corporative Social Responsibility and Social Capital in future researches.

Keywords

• responsabilidade social
• capital s e médias empresasocial
• pequenas