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.
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