THE INFLUENCE OF TRANSPARENCY OF UNIVERSITY SOCIAL RESPONSIBILITY IN THE CREATION OF REPUTATION

The asymmetry of information in the economy is a problem that difficult how to address the contribution of the university social responsibility (USR) in the creation of reputation, which is generated not by the social activity of the university but by the transparency of that activity.This study analyzes by a multiple linear regression model the creation of reputation, measured by the position in Ranking Web of World Universities, using social activity and transparency of the 74 Spanish universities. Results allow to say that it is the consistency between the elements of communication, as well as the integrity, accuracy and appropriateness of the message which increases the creation of reputation, not the volume of the social activity and social information disclosed.