The Corporate Social Responsibility in Lidl’s Communication Campaigns in Croatia and the UK (original) (raw)
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Besides the media, the web presentations of the companies are one of the possible and widely applied means for communication of corporate social responsibility (CSR). For efficient CSR communication, good planning of the massages that will be presented to the public is of particular importance. It is additionally emphasized in the countries in the transition period where the social environment is burdened with numerous problems that result in preformed public mistrust towards companies. The extent and the results of public cognition of the company and creation of its identity and image are highly dependent from content of the web presentation but also of the manner of presentation and positioning of specific contents. Application of adequate slogans, can also highly contribute to the visibility of specific information. In order to review the way in which companies in Serbia present their CSR motives and activities, the web pages of leading companies in Serbia from the agro-business, public and financial sectors were analyzed and the practice of presentation of CSR to the public was reviewed. The similarities and differences in approach to CSR communication among analyzed sectors are outlined in the research results.
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This article maps the rapidly growing body of research in the fi eld of corporate social responsibility (CSR) management and marketing communication, the focus being on research streams and themes. It evaluates this research from a corporate communication perspective. First, the article examines the concept of CSR communication. A typology of a number of possible domains for CSR communication research is developed, based on the way the different studies conceptualize CSR. Second, the article reviews the concepts of strategic and operative CSR communication which have been adopted widely within the CSR communication literature, relating these to research streams within management and marketing/public relations. Being framed within a corporate communication perspective, the review answers the call for CSR communication research to develop and substantiate outcomes that may better explain or inform CSR communication strategies and practices. A number of categories of outcomes are found within existing empirical studies, and an agenda for building upon this evidence is advanced to allow greater consistency and mutual understanding among CSR communication researchers. from the perspectives of management communication, organizational communication, marketing communication and public relations, plus chapters focusing on CSR practices, tools and processes. Other contributions worth mentioning in this connection are "Corporate Social Responsibility: Virtue or Vice" (May 2011) and a textbook on CSR communication entitled "Strategic CSR Communication" (Morsing/Bechmann 2006), introducing CSR communication from a strategic stakeholder group perspective (consumers, NGOs, employees, investors etc.). A third anthological contribution is "The Debate over Corporate Social Responsibility" (May et al. 2007), which is anchored in organizational communication and incorporates a conceptual and critical refl ection on CSR and CSR communication. However, as pointed out by Ihlen et al. (2011), in most of these textbooks and anthologies, CSR communication has not been subject to research in its own right, which was the primary motivation behind the publication of the fi rst handbook in the fi eld (Ihlen et al. 2011: 5).
CSR communication and its impact on corporate image
Review of applied socio-economic research, 2012
The paper deals with CSR communication by means of internal and external tools and the impact it has on corporate identity. At present the issues of corporate social responsibility, i.e. voluntary integration of social and ecological interests into the daily activities and interactions with business partners, receive more and more attention. Many countries have started to cultivate their environment for this subject and at the same time they are being pushed forward by the public opinion. The customers are more demanding in terms of the products' quality, they search for eco-friendly products and are willing to put pressure on companies that are polluting the environment. That is why it is important for the companies to communicate about the corporate social responsibility. Communication and utilization of the individual internal and external tools for communicating corporate social responsibility currently have a great influence on the global corporate identity.
Corporate Social Responsibility and Marketing Communication
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The purpose of this research study is to investigate different issues regarding CSR and marketing communication: use of CSR as a marketing tool; CSR activities and customer loyalty; fairness of product price ratio; undergoing awareness campaigns regarding social and environmental issues; promotion of ethical values and CSR principle in marketing communication, and so on. Unfortunately, results have shown that in the surveyed organizations CSR communication is not understood well enough and used. We provide some recommendations, based on the research results. The findings could provide valuable insights to managers in order to improve their implication and actions in this domain.
The advertising of corporate social responsibility in a Brazilian bank
Purpose – Organizations achieve brand awareness through marketing efforts. Studies show that advertising plays a central role in garnering results. The purpose of this paper is to analyze the corporate social responsibility (CSR) advertised by a retail bank in Brazil. Design/methodology/approach – Critical discourse analysis (CDA) was adopted, with the three steps proposed by Fairclough: textual analysis, processing analysis, and social analysis. This approach allows in-depth analysis of the CSR discourse present in communications of organizations with their target. Findings – Literature indicates that consumers prefer to obtain personal advantages rather than benefits to the environment in which they live. This could influence organizations’ preference towards communication campaigns that demonstrate CSR actions, and that additionally communicate benefits which individuals receive. However, one of the largest banks using advertising limited to CSR-specific aspects achieves impressive brand awareness results. Originality/value – This study presents evidence that CSR advertising can stimulate brand awareness without using commercial aspects in its content. Keywords Brazil, Banks, Advertising, Corporate social responsibility, Brand awareness, Consumer behaviour, Branding, Brazilian banks, Bradesco Paper type Research paper
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