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Responsabilidad social empresarial y marketing, inclusion y perspectiva de género en la industria cervecera: caso chicas aguila en Colombia

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dc.contributor.advisorPáez Valdez, Julian Enrique
dc.creatorDiaz Almanza, Andrea Fernanda
dc.creatorDiaz Zuluaga, Juan Felipe
dc.creator.degreeProfesional en Marketing y Negocios Digitales
dc.date.accessioned2025-02-13T18:17:48Z
dc.date.available2025-02-13T18:17:48Z
dc.date.created2024-12-12
dc.descriptionEste artículo explora la intersección entre la responsabilidad social corporativa (RSC) y el marketing corporativo. A través del estudio de caso de la campaña "Chicas Águila" de Bavaria pretende analizar cómo esta campaña ha evolucionado tras su rebranding pasando de promover estereotipos de género hacia un enfoque inclusivo que resalta una nueva concepción de la mujer en la campaña llevandola hacia una perspectiva enfocada en as jugadoras de fútbol femenino en Colombia. La investigación sigue una agenda metodológica de cuatro fases: La primera comprende la recolección de los datos mediante un scrapping hecho con NodeXL cuyo objetivo era recolectar data de los últimos 10 años de la campaña de Chicas águila, seguido de esto esta la fase de análisis textometrico/ descriptivo de los datos, donde la importancia de patrones y apariciones de palabras fueron elementos clave de análisis mediate PowerBI, seguido de esto se siguió con la limpieza de datos con Voyant Tools y finalmente un análisis lexicométrico con Iramuteq. Este agenda permitió identificar representaciones sociales digitales a través de patrones lingüísticos, evaluando las percepciones y actitudes de las diferentes comunidades hacia la campaña. El artículo sugiere que, aunque la RSC puede construir reputaciones favorables, su uso como estrategia de marketing puede diluir su impacto ético y social. Se plantea la necesidad de diferenciar entre acciones auténticas y aquellas orientadas únicamente a la mejora de imagen, destacando los riesgos reputacionales y éticos de una implementación superficial.
dc.description.abstractThis article explores the intersection between corporate social responsibility (CSR) and corporate marketing. Through the case study of Bavaria's "Eagle Girls" campaign, she aims to analyze how this campaign has evolved after its rebranding, moving from promoting gender stereotypes to an inclusive approach that highlights a new conception of women in the campaign, taking them towards a perspective focused on women's soccer players in Colombia. The research follows a methodological agenda of four phases: The first includes the collection of data through scraping done with NodeXL whose objective was to collect data from the last 10 years of the Eagle Girls campaign, followed by the phase of textmetric/descriptive analysis of the data, where the importance of patterns and occurrences of words were key elements of analysis through PowerBI, followed by data cleaning with Voyant Tools and finally a lexicometric analysis with Iramuteq. This agenda made it possible to identify digital social representations through linguistic patterns, evaluating the perceptions and attitudes of the different communities towards the campaign. The article suggests that while CSR can build favorable reputations, its use as a marketing strategy can dilute its ethical and social impact. The need to differentiate between authentic actions and those aimed solely at improving image is raised, highlighting the reputational and ethical risks of superficial implementation.
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_44977
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/44977
dc.language.isoeng
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administración
dc.publisher.programPregrado en Marketing y Negocios Digitales
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto Completo)
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectMarketing inclusivo
dc.subjectDiversidad
dc.subjectEquidad
dc.subjectAutenticidad
dc.subjectRepresentación
dc.subjectMedición de impacto
dc.subjectResponsabilidad social corporativa
dc.subjectLexicometía
dc.titleResponsabilidad social empresarial y marketing, inclusion y perspectiva de género en la industria cervecera: caso chicas aguila en Colombia
dc.title.TranslatedTitleCorporate social responsibility and marketing, inclusion and gender perspective in the beer industry: case of "chicas aguila"/ Eagle girls in Colombia
dc.typebachelorThesis
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTrabajo de grado
local.department.reportEscuela de Administración
local.regionesBogotá
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