Komuniciranje družbene odgovornosti podjetja Lidl na družbenem omrežju Facebook in vključenost sledilcev : magistrsko delo

Rudman, Katarina (author), Golob, Urša (mentor)

Koncept družbene odgovornosti ni čisto jasno začrtan, avtorji so navedli mnogo različnih definicij, ki se med seboj razlikujejo, a vendar zajemajo skupna področja, s katerimi se družbena odgovornost ukvarja. Razdelili so jih v tri glavne dimenzije: v okoljsko, socialno in ekonomsko dimenzijo. Tudi komunikacijske strategije družbene odgovornosti so razdelili v tri kategorije: strategijo informiranja deležnikov, odzivno strategijo deležnikov in strategijo vključenosti deležnikov. Komuniciranje družbene odgovornosti lahko jemljemo kot eno izmed ključnih konkurenčnih prednosti, katere cilj je vzpostavitev dolgoročnih odnosov z deležniki, ki se kaže na različne načine, in sicer: spremljanje in vključevanje na družbenih omrežjih (sodelovanje pri objavah, komentiranje, deljenje, všečkanje, označevanje), podpora podjetja, ki se kaže v nakupih njihovih izdelkov ali storitev, z investiranjem v podjetje, s širjenjem pozitivnih zgodb o podjetju, z zanimanjem o zaposlitvi v podjetju itd. V delu se ugotavlja, na kakšen način podjetje Lidl komunicira svojo družbeno odgovornost na družbenem omrežju Facebook in kakšna je vključenost sledilcev znotraj družbeno odgovornih dimenzij in njihovih podkategorij.

• Language: Slovenian
• Keywords: Družbena odgovornost podjetij, komuniciranje družbene odgovornosti, družbena omrežja, vključenost sledilcev na družbenih omrežjih, Facebook, vključenost sledilcev.
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [K. Rudman]
• Year: 2022
• Number of pages: 153 str.
• PID: 20.500.12556/RUL-143224
• UDC: 005.35(043.2)
• COBISS.SI-ID: 134395139
• Publication date in RUL: 08.12.2022

RUDMAN, Katarina, 2022, Komuniciranje družbene odgovornosti podjetja Lidl na družbenem omrežju Facebook in vključenost sledilcev : magistrsko delo [online]. Master’s thesis. Ljubljana : K. Rudman. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=143224

Secondary language

• Language: English
• Title: Communicating Lidl's social responsibility on Facebook and engaging followers

Abstract

The concept of social responsibility is not clearly defined, the authors have given many different definitions, which differ from each other, but nevertheless cover the common areas with which social responsibility deals. They were divided into three main dimensions; into the environmental, social and economic dimensions. Social responsibility communication strategies were also divided into three categories: stakeholder information strategy, stakeholder response strategy and stakeholder involvement strategy. Communicating social responsibility can be taken as one of the key competitive advantages, the goal of which is to establish long term relationships with stakeholders, but which manifests itself in different ways, namely: monitoring and involvement on social networks (participating in posts; commenting, sharing, liking, tagging ), the support of the company, which is manifested in the purchase of their products or services, by investing in the company, by spreading positive stories about the company, by being interested in employment in the company... I will be interested in how the company Lidl communicates its social responsibility on the social network Facebook and what is the involvement of followers within socially responsible dimensions and their subcategories.

• Keywords: Corporate social responsibility, corporate social responsibility communication, social networks, social follower engagement, Facebook and follower engagement.