Audience confidence in television brands: Proposal of indicators of corporate social responsibility and reputation
DOI:
https://doi.org/10.3145/epi.2018.may.07Keywords:
Television quality, Audiovisual media, Corporate reputation, Corporate social responsibility, CSR, Indicators, Trust, Audiovisual brands, Delphi method.Abstract
The generation of trust is a direct consequence of the assumption of social responsibility criteria in corporate governance. The ability to generate confidence can be measured through indicators. This article focuses on television entertainment programs broadcast in Spain. Based on a review of the academic and professional literature and the initiatives developed internationally, an integrated protocol of indicators is proposed to measure the generation of confidence of the consumer in these programs. The validation of this protocol, as well as the weight attributed to each of the indicators included in it, has been obtained through consultation with expert members from each one of the different stakeholders of the audiovisual value chain, following the Delphi method.
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