Plataforma digital corporativa: ¿cómo podemos impulsar la felicidad de los empleados?
DOI:
https://doi.org/10.17561/ree.n2.2025.9446Keywords:
comunicación interna formal, comunicación interna informal, redes sociales corporativas, felicidad en el trabajo, responsabilidad social corporativa internaAbstract
La gestión de la comunicación interna en las empresas adquiere cada vez mayor importancia como herramienta de marketing interno. Sin embargo, a pesar de su implantación en muchos centros de trabajo, el conocimiento del impacto que puede tener sobre los empleados y la empresa es aún insuficiente. A través de esta investigación pretendemos avanzar en esta línea de estudio contrastando un modelo que analiza el efecto de la comunicación interna formal e informal, a través de las plataformas digitales corporativas (redes sociales corporativas-RRSSCC), sobre la percepción de la responsabilidad social corporativa interna (RSCI) y el nivel de felicidad en el trabajo. Todo ello en el contexto de empresas del sector servicios que utilizan las RRSSCC para mejorar la comunicación interna entre los miembros de la organización. A partir de una muestra de 242 empleados de dos subsectores diferentes, salud y logística, se ha obtenido evidencia empírica de que la comunicación interna formal potencia la percepción de los empleados sobre las acciones de RSCI, así como la felicidad en el lugar de trabajo. Por el contrario, la comunicación interna informal explica estos vínculos de forma diferente. De esta forma, el estudio pone de manifiesto que la comunicación interna formal es la vía para conseguir mejores entornos de trabajo en el mundo empresarial.
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