20.500.12556/RUL-172944 Vpliv komuniciranja in vključevanja zaposlenih v prakse družbene odgovornosti na zaznan eksterni prestiž podjetja magistrsko delo The impact of employee communication and involvement in corporate social responsibility practices on perceived external prestige of the company V magistrski nalogi obravnavamo vpliv transparentnega komuniciranja in vključenosti zaposlenih v prakse družbene odgovornosti podjetja na zaznani eksterni prestiž organizacije. Na podlagi pregleda domače in tuje literature izpostavimo pomen mikro ravni družbene odgovornosti podjetij, ki poudarja zaposlene kot ključne notranje deležnike pri implementaciji in dojemanju strategij družbene odgovornosti. Poseben poudarek namenimo notranji komunikaciji in participaciji zaposlenih kot mehanizmoma, ki lahko pomembno vplivata na zaznave o ugledu podjetja v očeh širše javnosti. V empiričnem delu izvedemo kvantitativno raziskavo med zaposlenimi v slovenskih profitnih organizacijah in z uporabo variiranih merskih lestvic preverjamo, kako zaposleni doživljajo družbeno odgovorno komuniciranje ter svojo vključenost v dejavnosti družbene odgovornosti. Proučujemo povezavo teh zaznav z zaznanim eksternim prestižem organizacije. Rezultati statistične analize potrjujejo obe raziskovalni hipotezi: zaznana transparentnost komuniciranja in stopnja vključenosti zaposlenih statistično značilno prispevata k višjemu zaznanemu eksternemu prestižu podjetja. Ugotovitve prispevajo k razumevanju vloge notranjih praks družbene odgovornosti pri oblikovanju ugleda podjetja in poudarjajo pomen verodostojne, vključujoče komunikacije z zaposlenimi. This master's thesis examines the influence of communication transparency and employee involvement in corporate social responsibility (CSR) practices on the perceived external prestige of an organization. Drawing on national and international literature, the study emphasizes the importance of the micro-CSR perspective, which highlights employees as key internal stakeholders in the implementation and interpretation of CSR strategies. Special attention is given to internal communication and participatory mechanisms, which play an essential role in shaping employees' perceptions of how the organization is viewed by external stakeholders. In the empirical part, a quantitative survey was conducted among employees working in Slovenian for-profit organizations. Validated measurement scales were used to assess how employees perceive the transparency of CSR-related communication and their level of involvement in CSR activities. The study explores the relationship between these perceptions and employees’ evaluation of their organization’s external reputation. The statistical analysis confirms both research hypotheses: perceived communication transparency and employee involvement have a statistically significant positive effect on higher perceived external prestige. These findings contribute to a better understanding of how internal CSR-related practices shape organizational reputation and reinforce the importance of inclusive and authentic communication with employees. družbena odgovornost podjetij transparentnost komuniciranja vključenost zaposlenih zaznani eksterni prestiž mikro družbena odgovornost podjetij corporate social responsibility communication transparency employee involvement perceived external prestige micro-CSR true true false V. Kričej Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-09-12 07:30:21 2025-09-12 07:30:23 2025-10-29 03:33:59 0000-00-00 00:00:00 2025 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (64 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 005.35(043.2) 179862 250630659 20318.pdf 20318.pdf 1 15433197505A42DACB7C878C45A06FA2 b5ce87f4fc745d73e5af078ca5ab4e22cd162cc384e20801ebd64169b907746d 6a48b5e6-8f99-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=217078 Fakulteta za družbene vede 0 0 0