Communicating the Resilience and Corporate Social Responsibility of SMEs during Lockdown in Spain: A Visual and Exploratory Study of Communication Mechanisms and Strategies

Abstract

The health crisis caused by COVID-19 has led to changes in the behaviour of businesses during lockdown, especially Small and Medium-sized enterprises (SMEs). This study aims to identify the capacity for reaction, resilience, and corporate social responsibility (CSR) from direct sources and from strategic communication categories. Firstly, to discover the communication mechanisms and strategies of innovative SMEs during lockdown in Spain for overcoming difficulties. And secondly, to confirm “Food and Drink”—sector SME resilience capacities through their communications, and the CSR capacity of the SMEs that supports the sustainability to the tourism sector. For this purpose, a qualitative analysis of the 2.0 messages communicated by the companies was carried out and a map generated from social network analysis to identify the most resilient SMEs based on strategic communication elements used. The results show an uneven business reaction that reflects the change of paradigm in communication with customers that is occurring heterogeneously. This study is original because few on this theme apply to SMEs in the Spanish context. We highlight they are all from the “Food and drink” sector and included in the list of enterprises with high growth rate through entrepreneurial spirit and innovation, allowing us to make certain comparisons and understand certain differences and respective resilience, including supply chains and CSR.