Resumo

QUISPEZ HERRERA, Enrique Arturo. SUSTAINABLE COMMUNICATION STRATEGIES IN UNIVERSITY SOCIAL RESPONSIBILITY: IMPACT ON INSTITUTIONAL IMAGE. Aula Virtual [online]. 2025, vol.6, n.13, e472.  Epub 24-Jul-2025. ISSN 2665-0398.  https://doi.org/10.5281/zenodo.15823561.

This article arises from basic research aimed at developing guidelines for sustainable communication management in the university context, using a quantitative approach and a phenomenological design. It was developed with an interpretative hermeneutic methodology, aligned with sustainable development goal 4. For this purpose, an expert in sustainability and members of the university community were consulted, along with the Global Reporting Initiative (GRI) standards and the institutional report of the university under study. Interviews, focus groups, and syncretic sheets were used to analyze these sources. The main conclusion is that methodological gaps in evaluating the impacts of social responsibility management influence both reputation and communication transparency. Consequently, it is essential to implement methodologies such as GRI to adapt standards to current demands for improved reputation.

Palavras-chave : Social responsibility; Stakeholders; communication; university.

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