Strategije komuniciranja družbene odgovornosti slovenskih podjetij v digitalnih medijih : magistrsko delo

Marković, Sandra (author), Golob, Urša (mentor)

Družbena odgovornost je danes pri poslovanju postala stalnica. Vsi akterji na trgu se morajo zavedati svoje odgovornosti, ki jo nosijo tako do družbe kot okolja, kjer delujejo. Podjetja so se zaradi večjih zahtev deležnikov primorana družbene odgovornosti lotevati na strateški način, da ne bi bila obtožena zelenega zavajanja. Vsekakor je za podjetja ključno tudi učinkovito komuniciranje družbene odgovornosti, ki mora biti izvedeno na premišljen, transparenten in interaktiven način. Zapletenost temu dodajajo digitalni mediji, kjer so v ospredju posebne funkcionalnosti, ki jih morajo podjetja pri komuniciranju upoštevati. Od podjetij namreč zahtevajo tesnejše, bolj predane in transparentne odnose z deležniki. Poleg tega se morajo podjetja pri komuniciranju družbene odgovornosti v digitalnih medijih zavedati, da je na njih občinstvo zelo fragmentirano, omogočeno je neprekinjeno spremljanje in pretakanje informacij, velik poudarek je na vizualnih pripovedih, komunikacijska sporočila so lahko bolj ciljno usmerjena, v zakup pa je potrebno vzeti tudi razlike v stopnjah digitalne pismenosti deležnikov. To je razlog, da sem v pričujočem magistrskem delu bolj podrobno raziskala strategije komuniciranja družbene odgovornosti slovenskih podjetij v digitalnih medijih ter preučila, ali se vrsta in raba strategij med slovenskimi podjetji, ki delujejo na medorganizacijskem trgu (B2B) in na trgu končnih potrošnikov (B2C), razlikuje. Empirični del magistrske naloge, ki temelji na študiji primera, je pokazal, da slovenska podjetja na B2B trgu prevzemajo drugačne strategije komuniciranja družbene odgovornosti kot tista na B2C trgu in so pri tem manj inovativna.

• Language: Slovenian
• Keywords: družbena odgovornost, komuniciranje družbene odgovornosti, slovenska podjetja
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Geographic coverage: Slovenija
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [S. Marković]
• Year: 2022
• Number of pages: 120 str.
• PID: 20.500.12556/RUL-136681
• UDC: 005.35:004(497.4)(043.2)
• COBISS.SI-ID: 108516611
• Publication date in RUL: 15.05.2022

MARKOVIĆ, Sandra, 2022, Strategije komuniciranja družbene odgovornosti slovenskih podjetij v digitalnih medijih : magistrsko delo [online]. Master’s thesis. Ljubljana : S. Marković. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=136681

Secondary language

• Language: English
• Title: Corporate social responsibility communication strategies of Slovenian companies in digital media

Abstract

Social responsibility has become a constant in today’s business. All market players must be aware of their responsibility to society and the environment in which they operate. Due to the greater demands of stakeholders, companies have been forced to approach social responsibility in a strategic way so as not to be accused of green washing. For this reason, effective corporate social responsibility communication has become crucial for companies and must be carried out in a thoughtful, transparent and interactive way. The complexity of this is added by digital media with special functionalities, which companies must take into account when communicating. Namely, they demand closer, more committed and transparent relations with stakeholders. In addition, when communicating about social responsibility in digital media, companies need to be aware that audiences are highly fragmented and have different levels of digital literacy. Furthermore, continuous flow of information is possible, strong emphasis is put on visual narratives and communication messages can be more targeted. For this reason, the focus of case study was on studying corporate social responsibility communication strategies of Slovenian companies in digital media and examine whether the type and use of strategies differ among Slovenian companies operating in business-to-business (B2B) and business-to-customer (B2C) market. The empirical research shows that Slovenian companies in B2B market adopt different corporate social responsibility communication strategies and are less innovative than those operating in the B2C market.

• Keywords: corporate social responsibility, corporate social responsibility communication, Slovenian companies