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INTERNAL CORPORATE
REPUTATION IN THE ICT SECTOR:
A CASE STUDY
Isado a Sánchez-To né
Uni e si y o Se ille,
Se ille, Spain
E-mail: [email protected]
ORCID 0000-0003-2749-2896
Maca ena Pé ez-Suá ez
Uni e si y o Se ille,
Se ille, Spain
E-mail: mpe [email protected]
ORCID 0000-0003-4682-3873
Juan-Ca los Mo án-Ál a ez
Uni e si y o Se ille,
Se ille, Spain
E-mail: jcmo [email protected]
ORCID 0000-0002-8914-9631
José-Ángel Pé ez-López
Uni e si y o Se ille,
Se ille, Spain
E-mail: [email protected]
ORCID 0000-0003-4080-1251
Recei ed: Ap il, 2021
1s Re ision: No embe , 2021
Accep ed: Decembe , 2021
DOI: 10.14254/2071-
789X.2021/14-4/2
ABSTRACT. Economic c ises compel companies o make he
mos o hei endogenous esou ces, including Co po a e
Repu a ion (CR). This s udy in es iga es he Pe cei ed
Co po a e Repu a ion (PCR) as seen by he s a o an
in e na ional company ha p o ides educa ional
echnology. A mul iple linea eg ession analysis was
pe o med o de e mine which cons uc s a ec in e nal
PCR by di e en ia ing gende , age, and ime a he
company. The main esul s we e ha he company
employees assigned high, posi i e alues o how hey el
abou he Co po a e Repu a ion, eeling p oud abou
belonging o he company, he a ec i e commi men and
equal oppo uni ies o p omo ion and he good wo k
clima e. The a ec i e commi men and he ela ionships
wi h co-wo ke s we e a common a iable. The sala y and
he ela ionship be ween asks and esponsibili ies we e he
elemen s wi h he highes impac on he PCR o s a who
had wo ked a he company o less han one yea .
JEL Classi ica ion
: L14, M14
Keywo ds
: co po a e epu a ion, employees, social
en ep eneu ship, co po a e social esponsibili y, wo kplace.
Sánchez-To né, I., Pé ez-Suá ez, M., Mo án-Ál a ez, J.C., & Pé ez-López, J.A.
(2021). In e nal co po a e epu a ion in he ICT sec o : A case s udy. Economics
and Sociology, 14(4), 31-46. doi:10.14254/2071-789X.2021/14-4/2
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In oduc ion
P e ious esea ch has shown ha Co po a e Repu a ion (CR) has a posi i e impac on
all he s akeholde s in a company, causing an inc ease in cus ome loyal y and sa is ac ion
(Kim & Kim, 2017), inc easing he in en ion o pu chase (Jung & Seock, 2016) and
s eng hening he ela ionship wi h supplie s (Benne & Gab iel, 2001). CR also imp o es he
loyal y o in es o s and in luences he eeling o sa is ac ion (Helm, 2007), as well as a ac s
new in es o s (Kuma e al., 2019). CR also educes unce ain y abou b ands in eme ging
ma ke s (Heinbe g e al., 2018). CR includes he concep o in e nal CR, which is unde s ood
as " he ecogni ion ha employees gi e o he way he company ea s di e en g oups o
collabo a o s" (Villa añe, 2006, p.25). The wo k o ce is in con ac wi h cus ome s, supplie s
and compe i o s (C a ens & Oli e , 2006) and p e ious s udies ha e iden i ied he company’s
employees as he mos in luen ial g oup o a high CR (Helm, 2011; D ehe , 2014). A highly
alued CR in luences he ex en o employee commi men and hus job pe o mance (Almeida
& Coelho, 2019), media es he communica ion o posi i e eelings by wo d o mou h
(Esenyel & Emeagwali, 2019) and a ac s highe quali y wo ke s (Tu ban & Cable, 2003).
Mo eo e , he digi iza ion o almos all ac i i ies (labou , educa ion, leisu e, e c.)
means ha he popula ion mus be quali ied in hese skills. The e a e oppo uni ies o u u e
en u es wi h he social mission o educing he digi al di ide, eaching ICT skills, and
p o iding quali y and inclusi e wo k. I is he e o e pa icula ly impo an o in es iga e CR
as a way o gua an eeing en ep eneu ial su i al.
The aim o his esea ch was o measu e he in e nal CR o an ICT social en e p ise
and he possible ela ionship o in e nal CR wi h he Co po a e Social Responsibili y. The
hypo heses a e aimed a measu ing he di e ence be ween he PCR by gende , age and ime
in he company. To achie e he p oposed aim, a case s udy was ca ied ou in a highly ac i e
social en e p ise wi h a high u no e which supplies educa ional echnology and ICT
aining. The me hodology consis ed o a quali a i e analysis (pe sonal epo s and
in e iews) and quan i a i e analysis (in e en ial and mul iple linea eg ession). Among he
main indings a e ha he employees alue highly he Co po a e Repu a ion highly, eeling
p oud abou belonging o he company, a ec i e commi men and equal oppo uni ies o
p omo ion in he company and he good wo k clima e. The a ec i e commi men and
ela ionship wi h co-wo ke s we e also seen o be common a iables wi h di e ences be ween
g oups o employees o di e en gende , age and ime a he company. This implies ha
business manage s should ake g oup di e ences in o accoun o good CR.
This esea ch adds alue o he esea ch on CR and social en ep eneu ship due o i s
con ibu ion o empi ical indings on he cha ac e is ics o social en e p ises and he
ela ionships wi h achie ing good CR. I also ills esea ch gaps in he li e a u e on in e nal
CR in he echnology sec o and social en e p ises.
The heo e ical amewo k explains he ICT sec o and social en ep eneu ship and
social en e p ises. The model used o measu e he in e nal CR is explained and he esul s a e
hen p esen ed. Finally, he main conclusions a e gi en.
1. Cha ac e iza ion o he ICT Sec o
The ICT sec o has p ospe ed in ecen decades and has become a sou ce o economic
g ow h. Acco ding o he Spanish ICT and Con en Sec o Repo (2019), he wo ldwide
u no e o he ICT sec o in 2018 was 3,411.866 million eu os. Th ee impo an ac s can be
ound in he s udy called "The Ne wo ked Socie y" (2019), which a e 1) No h Ame ica
accoun ed o 35% o he ma ke , ollowed by Asia/Paci ic (28.6%), Eu ope (23.9%), La in
Ame ica (6.4%) and he Middle Eas /A ica (6.1%), 2) he se ices ma ke was dis ibu ed as
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ollows, elecommunica ions (33.9%), ha dwa e (27.1%), IT se ices (17.5%), So wa e
(13.5%) and business se ices (8%), 3) he ICT sec o in Spain (2018) con ibu es 3.1% o
GDP, has a u no e o 47,231 million eu os employing 423,541 people and has 25,065
companies ha expo 15,754 million eu os wo h o goods and se ices. All o he p e ious
s a is ics ha e been inc easing since 2013. The Eu opean Union has also s a ed ha , in he
nex wo yea s, 45% o jobs will be associa ed wi h digi al echnology (Ma eos & Gómez,
2019). These jobs may esul in s able job con ac s, which will exceed he cu en 70% o
inde ini e con ac s, acco ding o he da a supplied by he Ticjob.es employmen po al which
is specialized in he echnology sec o .
Va ious epo s ha e s a ed ha ci izens do no ha e he u gen ly needed ICT skills.
"The Ne wo kEd Socie y" (2019) epo indica es ha , in 2018, 32% o he Eu opean
popula ion had no, o only a low le el o , digi al skills, compa ed o 37% o he popula ion
wi h ad anced skills. In Spain, he pe cen ages a e sligh ly highe as 36.9% o he popula ion
showed no o only a low le el o digi al skills, compa ed o 39.8% o he popula ion wi h
ad anced skills. These pe cen ages imp o e o he popula ion wi h highe educa ion o who
li e in ci ies. In 2018 7.5% o he Spanish popula ion knew how o use a p og amming
language, 27.5% had ad anced knowledge o sp eadshee s and 57.8% could use a wo d
p ocesso . Acco ding o he Annual Ne wo k Socie y Repo (2019), he e is a sligh ly highe
pe cen age o men (64.8%) han women (61.4%) wi h basic o ad anced digi al skills. The
Moni o ing o he Indica o s o he In o ma ion Socie y by Au onomous Communi ies Repo
(Ap il 2018) showed ha he Spanish popula ion is un amilia wi h online aining and he
s a is ics o 2017 a e, 15% o people use he In e ne o ake online cou ses ( om he
popula ion who ha e accessed he In e ne in he las h ee mon hs), 16% o people
communica e wi h moni o s o s uden s using educa ional po als o websi es and 28.8% use
online lea ning ma e ial which is no a ull online cou se (audio isual ma e ial, online
lea ning so wa e).
When conside ing gende in he wo kplace, 50% o SMEs and la ge Spanish
companies ha e con ac ed a leas one is women woman in o he ICT s a (E-SME Repo ,
2018), which educes o 45% o Spanish mic o-en e p ises.
2. Theo e ical amewo k
2.1. Social en ep eneu ship
This sec ion analyzes he cha ac e is ics o companies wi h social en ep eneu ship, as
hey a e conside ed ideal o ganiza ional models in which o educe he digi al gap and ha
ha e high le els o CR and ac i e Co po a e Social Responsibili y (CSR). Fi s , all he
de ini ions in he li e a u e abou social en e p ises explains ini ia i es aimed a achie ing a
social mission by using ma ke p ocesses (San os e al., 2015, Soló zano-Ga cía e al., 2018).
Social en e p ises can ha e di e en legal s uc u es in Spain (Sánchez-To né & Pé ez-
Suá ez, 2020), om "coope a i es o o he comme cial companies such as public limi ed o
limi ed liabili y companies" (Monzón-Campos & He e o-Mon agud, 2017, p.30). Th ee
di e en app oaches we e ound in s udies o social en e p ises (Monzón-Campos & He e o-
Mon agud, 2016) These a e, 1) Con inen al Eu opean ha is sponso ed by he EMES
In e na ional Resea ch Ne wo k (EMES), and de ines he Social En e p ise as a p i a e non-
p o i making o ganiza ion managed by a collec i e ha assumes he no mal economic isk
o i s a ea o ac i i y which is di ec ly associa ed wi h i s social objec i e. This de ini ion
con ains he economic, social and managemen dimensions o he company, 2) B i ish which
de ines social en e p ises as o ganiza ions which gi e mos impo ance o social and
sus ainable objec i es h ough ade and mus ob ain a minimum o 50% o hei income wi h
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ade in o de o no be classi ied as cha i able o ganiza ions, 3) No h Ame ican, which can
be o wo ypes, i s ly he "Ea ned Income" ype (which gene a es income o suppo i s
social mission) and he "Social Inno a ion" ype (which is an en ep eneu wo king o social
changes by using a comme cial ac i i y wi h a social mission).
Social En ep eneu ship has wo main cha ac e is ics, which a e he impo ance gi en
o he social objec i e and he p esence o social inno a ion (Dwi edi & Wee awa dena,
2018). Social en ep eneu ship con as s wi h con en ional en ep eneu ship in i s mission
and he way he business is s a ed (Ga cía-Uceda e al., 2019:239). Howe e , social
inno a ion goes beyond p oduc ion, as he philosophe Amelia Valcá cel poin ed ou in he
speech a he I ClosinGap Economic Equali y Summi , commen ing ha " he pu sui o
equali y be ween men and women is he g ea es social inno a ion we ha e as a socie y". Fo
his eason, Ma ínez e l al. (2019) desc ibe pa icipa i e, ho izon al, inclusi e and lexible
models o managemen ha p o ide an adequa e en i onmen o allow social inno a ion.
2.2. The in eg a ion o ac i e CSR in social en ep eneu ship
In 2001, a Eu opean Commission g een pape de ined he concep o Co po a e Social
Responsibili y as " he olun a y in eg a ion o social and en i onmen al conce ns in o
business ope a ions and hei ela ionships wi h hei pa ne s". Since hen, he li e a u e has
iden i ied wo ypes o p ac ices in CSR (Lin-Hi & Blumbe g, 2018), which a e "doing good"
and "a oiding e il", which esul in an imp o emen o CSR in business p ac ices. Uliondo
(2017) s a ed ha mos companies ca y ou philan h opic and o he CSR ac ions which do
no each he gene al communi y (passi e ac ions), and he e a e only a ew CSR ac ions
which a e associa ed wi h wo ke s heal h, social in es men and social jus ice (ac i e ac ions).
Sus ainable De elopmen Goals (SDGs) a e used o inco po a e he CSR as an ac i e pa o a
company’s o ganiza ional s a egy. The SDGs a e a guide o inco po a ing socially
esponsible wo king p ac ices o companies ha can be conside ed Social En e p ises o
Social En ep eneu s. Socially esponsible beha io is heo e ically essen ial o
unde s anding how co po a e social esponsibili y can be in eg a ed in o a company (Ramos e
al., 2018, p. 142-143). Soló zano-Ga cía e al. (2018) combined he esul s o he esea ch
ca ied ou by he in e na ional ICSEM p ojec wi h an exhaus i e e iew o he li e a u e on
Social En e p ises o iden i y ou eali ies o Social En e p ises in Spain, which a e Social
Economy, Solida i y Economy, Te ia y Sec o o Social Ac ion and Social En ep eneu ship.
Using he EMES de ini ion (De ou ny & Nyssens, 2012), he di e en dimensions o
each o hese eali ies (Soló zano-Ga cía e al., 2018) we e iden i ied o he cha ac e is ics o
Social En ep eneu ship which ha e CSR and comply wi h he CSO:
- Economic dimension (ma ke mechanics): o ganiza ions ha e a p oduc i e ac i i y
wi h which hey ob ain income o su i e and pay he wo ke s and he en ep eneu . In
addi ion, a signi ican amoun o economic isk is assumed as hese businesses usually
wo k in highly compe i i e ma ke s. Volun a y wo k is no con empla ed, al hough
hey do employ di e en social g oups.
- Social dimension (social mission): he business ac i i y is used o sol e a social
p oblem, which means ha i has a social mission. These o ganiza ions a e led by a
single pe son (di e en o EMES) and can ake any legal o m. The e a e no
egula ions limi ing p o i -sha ing o he suppo o social causes.
Pa icipa i e Managemen dimension: decision-making depends on he legal o m o
he company, bu ecip oci y mechanisms such as mee ings, con e ences o o he me hods a e
usually used. Some Social En e p ises gua an ee employmen o g oups wi h a isk o
exclusion.
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2.3. The in eg a ion o ac i e CSR in social en ep eneu ship
Fomb un (2005, p.54) no ed ha Co po a e Repu a ion (CR) is "a collec i e
ep esen a ion o he pas ac ions o a company and i s u u e p ospec s, ha desc ibes how
key s akeholde s in e p e he company’s ini ia i es and assess i s abili y o deli e alued
ou comes". Mo e ecen ly, Šon ai ė-Pe ke ičienė (2014, p. 452) s a ed ha he CR is
"subjec i e and collec i e ecogni ion, pe cep ion, a i ude and e alua ion o an o ganiza ion
o e ime by all he s akeholde g oups, ha akes in o accoun o ganiza ional quali y, pas
beha iou , communica ion, symbolism and, he possibili y and po en ial o sa is y u u e
expec a ions compa ed o compe i o s". One o he impo an poin s seen in all he de ini ions
o CR is he subjec i i y o he e alua ion gi en by s akeholde s, and his subjec i i y is he
cause o he wide ange o alues gi en o he same company by di e en people wi h
di e en in e es s in he company.
This s udy in es iga es in e nal CR om he employees' poin o iew, ollowing he
wo k o Villa añe (2006). The model de eloped by Helm (2011) using he Theo y o Social
Iden i y and O ganiza ions o Ash o h and Mael (1989), was used in his esea ch, as i
a i ms ha wo king people de elop a sense o social iden i y wi h he o ganiza ion when
he e is good CR. Helm (2011) used i e a iables in a model which consis ed o one
dependen a iable, Pe cei ed Co po a e Repu a ion (PCR) and ou independen a iables,
which we e knowledge abou he impac o CR, Feeling P oud o wo k a he company,
A ec i e Commi men and Job Sa is ac ion.
Knowledge abou he impac o CR means how much employees know abou he
consequences o p omo ing he company CR. A ec i e Commi men is he emo ional link
which he employee has wi h he company. Feeling P oud means how con en he employee
eels abou being iden i ied as pa o he company. Job Sa is ac ion is de ined as an
assessmen o di e en ac o s which a e, he employee’s cu en sala y compa ed o o he s in
he same sec o , he ela ionships be ween co-wo ke s, he daily asks and esponsibili y and
he possibili ies o p omo ion in he company. These a iables ha e also been s udied by o he
esea che s such as Smola ek and Sułkowski (2020). These a iables ha e been analyzed
oge he in p e ious s udies, demons a ing he posi i e in luence o he employees’ Feeling
P oud (Helm, 2011), Knowledge abou he Impac o Co po a e Repu a ion (C a ens &
Oli e , 2006; Helm, 2011), Job Sa is ac ion (Helm, 2011; Sha ma, 2017; Villa añe, 2017;
Babi-Hodo ia & A slanagi-Kalajdsei, 2019) and A ec i e Commi men (Villa añe, 2017;
Almeida & Coelho, 2019). Howe e , a esea ch gap was iden i ied because in hese p e ious
s udies he popula ion as a whole was in es iga ed, wi hou sepa a ing he CR o g oups o
di e en gende , age o ime wo king a he company, as is done in his esea ch. The people
employed in a company a e in ol ed in shaping he PCR (Olmedo-Ci uen es & Ma ínez-
León, 2014) and he e o e " hey mus know he bene i s ha de i e om a posi i e and las ing
co po a e epu a ion, be awa e o he dange s associa ed wi h a nega i e co po a e epu a ion
and unde s and bo h hei own ole and he impo ance o ha ing and main aining a good
co po a e epu a ion" (C a ens & Oli e , 2006, p. 301). As a esul , business manage s need
o be awa e o he bene i s o in eg a ing in e nal CR in o business s a egies.
2.4. Resea ch hypo heses
Fi e hypo heses we e p oposed using he e idence in he heo e ical amewo k. Th ee
o hese included PCR and wo we e abou he PCR and Co po a e Social Responsibili y
(CSR) in he social en e p ise:
H1: The a iables which in luence PCR a e di e en o di e en sexes.
H2: The a iables which in luence PCR a e di e en o di e en age g oups.

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H3: The a iables which in luence PCR a e di e en depending on he ime he
employee has wo ked a he company.
H4: The social en ep eneu ship and social inno a ion means ha employees gi e a
high alue o in e nal PCR.
H5: The social en ep eneu ship and social inno a ion has an accep ed and ac i e CSR
policy.
3. Me hodology
This esea ch used quali a i e and quan i a i e me hodologies. The quali a i e
me hodology analyzed he social en ep eneu ship and Co po a e Social Responsibili y o he
company called Media In e ac i a. To do his, he company’s documen a ion and publica ions
we e analysed, as well as he in o ma ion ga he ed in in e iews wi h he people esponsible
o he di e en depa men s in he company.
The PCR and i s a iables we e measu ed wi h a quan i a i e me hodology using a
s uc u ed su ey (Helm, 2011). In collabo a ion wi h he company's Human Resou ces
Depa men , some modi ica ions we e made o adap he su ey o business eali y, and he
su ey was gi en o he employees a Media In e ac i a be ween July and Augus 2019.
The ques ionnai e consis ed o ou con ol ques ions (dicho omous) abou gende ,
age, ime a he company and ype o con ac . The employees hen ga e a alue om 1 o 5
on a Like scale (1="comple ely disag ee" and 5="comple ely ag ee") o 29 s a emen s in
o de o measu e he in e nal CR o he company. The ques ions we e g ouped in o 5 blocks:
Pe cei ed Co po a e Repu a ion (PCR), Job Sa is ac ion, Feeling P oud o wo k a he
company, A ec i e Commi men and Knowledge abou he impac o Co po a e Repu a ion.
The measu emen scale has been alida ed by p e ious s udies (Helm, 2011, Schaa schmid &
Walsh, 2018; Babi-Hodo ia & A slanagi-Kalajd-i, 2019) and has been shown o be
consis en . The alues o C onbach Alpha's o he blocks o ques ions (Table 1) we e abo e
0.7 which is conside ed an accep able alue (Geo ge & Malle y, 2003, p. 231). I should be
no ed ha he ques ions ha we e included in he Job Sa is ac ion g oup we e analysed
independen ly and no as a cons uc , since he ques ions make sense on hei own and no as a
g oup.
Table 1. C onbach's Alpha es o eliabili y
Ques ion blocks (Cons uc s)
C onbach’s Alpha
Pe cei ed Co po a e Repu a ion
0.819
Feeling P oud o wo k a he company
0.877
A ec i e Commi men
0.858
Knowledge abou he impac o Co po a e Repu a ion
0.844
Sou ce: own compila ion.
We p o ided an online su ey be ween July and Augus 2019, answe ed by 88.33% o
he company's wo ke s (a o al o 54). This mean eaching 95% con idence wi h 5% e o .
The sample consis ed o he employees a Media In e ac i a, whe e 65.38% a e male and
34.62% emale. Mos a e o e 30 yea s old (66.67%). Any pe son who has wo ked a he
company o o e a yea (61.54%) has a ixed con ac (69.23%), while some people who
ha e no ye wo ked he e ha long (38.46%) also ha e his ype o con ac .
The s a is ical me hodology used o es he hypo heses was a mul iple linea
eg ession analysis. P e iously, an in e en ial s udy was made using a Mann-Whi ney U- es
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o ind popula ion a e ages and ind i he e we e any signi ican di e ences be ween g oups
o sex, age, and ime a he company. Th ee ypes o mul iple linea eg ession models wi h
PCR dependen a iables we e cons uc ed o he g oups men ioned abo e. Each one had 8
common, independen a iables, which we e, ype o con ac (X1), cu en sala y (X2), daily
asks and esponsibili ies (X3), oppo uni y o p omo ion a he company (X4), ela ionships
wi h co-wo ke s (X5), knowledge abou he impac o CR (X6), eeling p oud o wo k a he
company (X7) and a ec i e commi men (X8). Sex (X9), age (X10) and ime a he company
(X11) we e g ouping a iables o es ablish he h ee ypes o model.
The model had he ollowing heo e ical o m (Lind, Ma chal & Wa hen, 2005):
Y= a0 + β1X1+ β2X2+ β3X3+ …+ βnXn + e
Y= dependen a iable, which, in his s udy, is he PCR o company s a .
β1, β2, β3 … βn = The model will calcula e he weigh s o each independen a iable.
X1, X2, X3…. Xn = p e iously men ioned independen a iables.
e= esidual.
4. Resul s
4.1. Social co po a e esponsibili y and social en ep eneu ship
This sec ion p esen s he esul s o he quali a i e analysis o he documen a ion.
Media In e ac i a is he leading company in he e y compe i i e new echnologies and e-
lea ning ma ke . I c ea es educa ional echnology and aining con en o he ICT sec o . The
company eme ged as a s a up in 2011 and has con inued g owing and e ol ing. I has always
been p esen in he in e na ional ma ke and oday has business ela ionships in 124 coun ies
including he Uni ed S a es and he Eu opean Union. The olume o business is inc easing,
and he company is cu en ly well placed and inno a ing in he sec o . All his makes Media
In e ac i a an in e es ing company in bo h he public and p i a e sec o s. The main
cha ac e is ics o Social En ep eneu ship can be iden i ied in he company, and aking hese
ac o s in o accoun , he CSR, Social En ep eneu ship and Social inno a ion o Media
In e ac i a a e shown appendix.
4.2. Resul o he s udy
Table 2 shows he a e age alues and he co esponding in e en ial analysis. O no e
a e he high alues gi en o he a iables by all he s a , wi h ou being especially
p ominen . These a e he Rela ionships be ween co-wo ke s (4.48), Oppo uni ies o
p omo ion in he company (4.44), Feeling P oud o wo k a he company (4.38) and A ec i e
Commi men (4.30). The a e age o he alues gi en o he a iables we e signi ican ly
di e en o di e en age g oups. Female employees belie e hey ha e be e Knowledge o
he Impac o Co po a e Repu a ion han male employees. The e we e also la ge di e ences
be ween age g oups in he esul s o Knowledge o he Impac o Co po a e Repu a ion,
which had a highe a e age alue o employees o e 30. This e ec can also been seen o
A ec i e Commi men and Cu en Sala y. Finally, people who ha e been employed o mo e
han a yea a he company ga e a highe alue o he le el o hei cu en sala y.
Sánchez-To né, I. e al.
ISSN 2071-789X
INTERDISCIPLINARY APPROACH TO ECONOMICS AND SOCIOLOGY
Economics & Sociology, Vol. 14, No. 4, 2021
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Table 2. A e age alues gi en by employees o he a iables in he PCR model
Va iables
To al
Gende
Age
Time a he company
Man
Women
30 yea s
o less
O e 30
yea s
1 yea
o less
Mo e han 1
yea
Pe cei ed Co po a e
Repu a ion (PCR)
4.00
3.92
4.14
3.88
4.06
4.10
3.93
Knowledge abou he
Impac o Co po a e
Repu a ion
4.12
3.91**
4.53**
3.61***
4.39***
4.14
4.11
Feeling P oud o wo k a
he company
4.38
4.30
4.54
4.29
4.41
4.55
4.28
A ec i e Commi men
4.30
4.22
4.46
4.04*
4.42*
4.33
4.29
Cu en Sala y
3.15
3.21
3.06
2.71*
3.35*
2.85*
3.34*
Rela ionship be ween
asks and esponsibili ies
4.10
4.06
4.17
4.00
4.15
4.15
4.06
Oppo uni ies o
p omo ion in he
company
4.44
4.41
4.50
4.41
4.44
4.40
4.47
Rela ionship be ween co-
wo ke s
4.48
4.44
4.56
4.59
4.44
4.70
4.34
* p < 0,05; **p< 0,01; ***p< 0,001.
Sou ce: own compila ion
The esul s o he in e en ial analysis show he in luence o he di e en a iables on
in e nal PCR o employees in di e en demog aphical g oups. A eg essi e analysis was
made in o de o deepen he unde s anding o he esul s, a e e i ying ha he a iables in
he model ha e adequa e co ela ions (Table 3).
Table 3. Co ela ion analysis
1
2
3
4
5
6
7
8
1. Pe cei ed
Co po a e Repu a ion
(PCR)
-
-
-
-
-
-
-
-
2. Knowledge abou
he Impac o
Co po a e Repu a ion
0.507***
-
-
-
-
-
-
-
3. Feeling P oud o
wo k a he company
0.592***
0.451**
-
-
-
-
-
-
4. A ec i e
Commi men
0.679***
0.675***
0.695***
-
-
-
-
-
5. Cu en Sala y
0.365**
0.224
0.253
0.350*
-
-
-
-
6. Rela ionship
be ween asks and
esponsibili ies
0.357**
0.260
0.317*
0.295*
0.041
-
-
-
7. Oppo uni ies o
p omo ion in he
company
0.522***
0.279*
0.329*
0.433**
0.327*
0.406**
-
-
8. Rela ionship
be ween co-wo ke s
0.338*
0.260
0.376**
0.139
-0.182
0.258
-0.046
-
*p < 0.05; **p< 0.01; ***p< 0.001.
Sou ce: own compila ion
Sánchez-To né, I. e al.
ISSN 2071-789X
INTERDISCIPLINARY APPROACH TO ECONOMICS AND SOCIOLOGY
Economics & Sociology, Vol. 14, No. 4, 2021
39
Fou demog aphical models we e p oposed, which we e Gene al, Gende , Age and
Time a he company. The 4 models all ha e accep able alues o R2 and he ANOVA es
was signi ican , which means ha he esul s o his model a e alid and eliable (Table 4).
The employees ga e high alues o all he a iables in he Social En e p ise mode
(Table 4), especially o i e o hem, which we e PCR, Oppo uni ies o p omo ion in he
company, Rela ionship be ween co-wo ke s, Feeling P oud o wo k a he company and
A ec i e Commi men .
Table 4 Coe icien s o he p oposed models
Gene al
model
Gende model
Age model
Time a he company
Men
Women
30 yea s o
less
Mo e han
30 yea s
Less han a
yea
Mo e han
a yea
Cons an
0,683
0,973
-4,013*
-3,520
0,736
1,424
-0,877
Gende
0,104
-
-
-0,566
-0,766
0,210
0,681
Age
-0,026
-0,086
0,150
-
-
-0,411*
0,475
Time a he company
-0,285
-0,224
0,177
0,628
-0,306
-
-
Type o con ac
-0,187
-0,280
1,077**
0,963
-0,198
-
-
Knowledge abou he
Impac o Co po a e
Repu a ion
-0,055
-0,002
-0,882**
0,179
-0,011
-0,058
-0,222
Feeling P oud o wo k a
he company
0,007
-0,055
0,068
0,259
-0,161
0,054
-0,172
A ec i e Commi men
0,436*
0,429*
0,815**
0,508
0,530*
0,696***
0,046*
Cu en Sala y
0,123
0,106
0,228**
-0,068
0,229**
0,213*
0,148
Rela ionship be ween asks
and esponsibili ies
0,006
-0,046
0,570**
0,460
-0,051
-0,353*
0,130
Oppo uni ies o p omo ion
in he company
0,203*
0,225*
0,142
0,236
0,092
0,213
0,236*
Rela ionship be ween co-
wo ke s
0,208*
0,253*
0,565**
-0,150
0,287**
0,096
0,384*
Es adís icas de ajus e del modelo
R
0,819
0,856
0,978
0,948
0,874
0,978
0,830
R2
0,671
0,732
0,956
0,899
0,763
0,957
0,689
R squa ed i ed
0,578
0,610
0,894
0,732
0,660
0,909
0,555
S anda d e o o he
es ima e
0,333
0,293
0,186
0,297
0,278
0,152
0,345
Sig. es ANOVA
0,003
0,005
0,001
0,026
0,003
0,004
0,001
* p < 0,05; **p< 0,01; ***p< 0,001.
Sou ce: own compila ion
I can be seen ha alue gi en o PCR by emale employees is in luenced by mo e
a iables han o male employees. Bo h sexes conside A ec i e Commi men and he
Rela ionship be ween co-wo ke s impo an , while male employees also include Oppo uni ies
o p omo ion a he company. Women conside ha h ee o he a iables also ha e a posi i e
impac on PCR, hese a e Cu en Sala y, he ela ionship be ween asks and esponsibili ies
and he Type o Con ac . On he o he hand, Knowledge abou he Impac o Co po a e
Repu a ion nega i ely a ec s PCR.
The 30-yea -old and younge age g oup does no conside ha any a iables in luence
in e nal PCR. Howe e , employees o e he age o 30 iden i ied h ee a iables ha do ha e a
posi i e impac on PCR. These a e A ec i e Commi men , Cu en Sala y and Rela ionship
be ween Co-wo ke s. Time a he company is also impo an o hem when gi ing a alue o
PCR. S a who ha e been wi h he company o less han a yea a e posi i ely a ec ed by
A ec i e Commi men and he Cu en Sala y while being nega i ely a ec ed by he Time a
he company and he ela ionship be ween asks and esponsibili ies. The employees ha ha e
been a he company o mo e han a yea only conside ed a ew a iables o ha e a posi i e
Sánchez-To né, I. e al.
ISSN 2071-789X
INTERDISCIPLINARY APPROACH TO ECONOMICS AND SOCIOLOGY
Economics & Sociology, Vol. 14, No. 4, 2021
46
F ame 3. Social dimension o media in e ac i a
Social Dimension (social mission social)
The business ac i i y is he design and p o ision o IT applica ions and con en o aining and ce i ica ion in
he educa ion sec o . The aim o his is o educe he exisi ng digi al di ide and inc ease he le el o digi al
educa ion using o icial ce i ica ion o skills, which con ibu es o pe sonal and p o essional de elopmen .
The social mission p e ails abo e he comme cial ac i i y o he company as shown du ing he COVID-19 c isis
in Spain when he company p o ided ee access o he Pedagoo pla o m o schools. The company also
pa icipa es in o he ac i i ies, such as o ganizing he Mic oso O ice Specialis Wo ld Championship in Spain,
E-Lea ning Whi e Pape 2020, Associa ion o e-Lea ning P o ide s.
Media In e ac i a includes social missions o he in e nal business managemen o i s ac i i ies wi h equal
oppo uni ies and ea men , p o ec ion o he en i onmen and o e ing sus ainable g ow h o he business.
These missions can be seen as an in eg al pa o he company in he ollowing examples:
- I aca p ojec : o p omo e he employees’ abili y o inco po a e change, esilience, esponsibili y, asse i eness
and in e dependence in a heal hy en i onmen o well-being. This p ojec s a ed in 2017 and he
company in es ed 35% o i s p o i s o he p ojec o all he company employees in 2018. The p ojec is
s ill on-going and is an impo an pa o he o ganiza ion’s managemen s a egy.
- Occupa ional well-being: he company o ganised colabo a i e ac i i ies du ing he s a e o ala m so ha
employees could sha e amily expe iences, hos ideos and weekly online yoga sessions, along wi h
allowing 100% emo e wo king (wi h compu e equipmen p o ided by he company).
- Wo k and amily econcilia ion: emo e wo king, lexibile wo king hou s and jus i ied absences.
- The c i e ion o in e nal p omo ion a e based on he indi idual goals ag eed wi h he employee, eam leade
and Human Resou ces Depa men . These goals include lea ning new skills, which a e acqui ed wi h
aining, and ha ing new esponsibili es.
- Ce i ica ion Week: employees a e o e ed he chance o pass he Mic oso O ice Specialis and Mic oso
Technology Associa e ce i ica es o ee.
- S a spends 15%-30% o hei weekly wo k ime in mee ings (wi h hei eams and depa men s) so ha
ans e sal decisions a e aken a e conside ing all poin s o iew.
- Ze o usage o single-use plas ic in he o ice.
- Commi men o he business sec o : in esponse o he social and economic c ises caused by he s a e o ala m.
Sam B ocal collabo a es wi h SOS4 SMEs o help sel -employed people and SMEs a ec ed by he
COVID-19 c ises ee o cha ge. He is also a membe o he Associa ion o En ep eneu s in Toma es
(Se ille).
- A pa o he company p o i s a e used o aining employees, imp o ing he wo kplace, imp o ing se ices,
en i onmen al p o ec ion, all o which accoun ed o 23% o cos s in 2018 and 31% in 2019.
The company has ecei ed he Heal hy Wo k Awa d om he Human Resou ces Obse a o y (2019) and he
Wo kplace o Wo k Awa d July 2020-July 2021.
Sou ce: own compila ion
F ame 4. Social inno a ion a media in e ac i a
Social Inno a ion
The company s a es ha social inno a ion is p esen in i s h ee p oduc lines:
- Measu eUp: p ac ical es s and e alua ion o o icial ICT ce i ica es. I is he o icial p o ide o la ge
companies like Mic oso o VMWa e and is au ho ized by CompTIA, AWS, PMI and o he s.
- Pedagoo: compu e pal o m used o ain and e alua e knowledge and skills. I is op imized o imp o e he
use s abili ies and pe o mance.
- Ce ine : Media In e ac i a p ojec wi h he colabo a ion o he Bilbao Chambe o Comme ce, o help
digi al ans o ma ion in schools and o he ins i u ions.
The company has been awa ded he VI APel Awa d o Excellence in E-Lea ning in he Bes Social Solu ion
ca ego y o he Ce ine p ojec (2020).
Sponso and speake a he Ibe o-Ame ican Cong ess on Social Inno a ion, En ep eneu ship and Value
C ea ion in Eme ging A eas, V Cen ena y o Magellan-Elcano (2020).
Social Inno a ion is included in he company in e nal managemen as desc ibed in i s social cha ac e and
p o ides decen , quali y wo k condi ions wi h equal ea men and oppo uni ies
Sou ce: own compila ion