Ação de responsabilidade social corporativa no combate à violência doméstica durante a pandemia Covid-19: o caso Magalu

Abstract

The context of the research was given by the action of Magazine Luiza, which provides a button on the Magalu application to denounce domestic violence. The aim of the study was to investigate how the relationship of social communication actions based on Corporate Social Responsibility (CSR) can create value for brand. For that, the concepts of CSR and co-creation of value and their relations in the business scenario were considered, in addition to data on domestic violence against women in the pandemic scenario of COVID-19. The research methodology was qualitative and quantitative with a case study approach. For scientific research, a structured questionnaire with 101 participants was used, in addition to participant observation of the brand's social networks. The results revealed that Magazine Luiza's strategic communication action offers opportunities for co-creating value and may attract more actors interested in this type of action.