A társadalmi felelősségvállalás vállalati on-line kommunikációjának kritikai elemzése (Critical Analysis of Online CSR Communication in Hungary)

A vállalatok társadalmi felelősségvállalásával (CSR) kapcsolatos alapelvek, kezdeményezések és tevékenységek kommunikációja a vállalati kommunikáció egyik sarkalatos pontjává vált szinte az egész világon. A cégek CSR-kezdeményezéseik bemutatásához egyre többször az internetet is igénybe veszik. Az on-line média használatával párhuzamosan az elmúlt évtizedben egyre többen kutatják a CSR-kommunikáció elektronikus formáit, jóllehet ezek a kutatások többnyire leíró jellegűek, és a CSR-kommunikáció, valamint egyes vállalati jellemzők (méret, iparág és más magyarázó változók) között keresnek kapcsolatot. A szerzők e cikkben a társadalmi felelősségvállalással foglalkozó vállalati weboldalakat kritikai szemüvegen keresztül vizsgálják. Céljuk, hogy feltárják az on-line kommunikációt jellemző belső ellentmondásokat és a vallott és követett értékek közötti különbségeket. _______ Communicating corporate social responsibility (CSR) principles, initiatives, and activities has become a common practice of companies all around the world. It is quite apparent that firms use internet more and more often to communicate their CSR initiatives to their stakeholders. Parallel with the extensive use of the online media, more and more research has been elaborated on the field of online CSR communication in the last decade as well. However, these studies usually have a strong descriptive focus trying to reveal connections between the intensity of online communication of CSR values and activities, and company size, industrial background, and other explanatory variables. In contrast, the authors analysed corporate web pages dedicated to CSR through critical lenses. Their research was designed to explore any dissonances and contradictions within online communication and between communication and real activities of firms from construction, retail, and telecommunication industries in Hungary.

The Attributes of Social Media as a Strategic Marketing Communication Tool

New digital trends are transforming the media industry landscape, modifying elemental characteristics and attitudes of companies as well as of consumers. Firms often claim that their presence in social media (SM) is a key element to success. SM helps companies rethink the traditional one-way flow of their marketing messages and to incorporate a new interactive pattern into their communications. Nevertheless, these tendencies involve problems of strategic myopia for firms that do not structurally integrate these tools. One main problem is that institutions can rarely differentiate between the various types of SM and the attributes thereof, while the literature equally reveals a number of contradictions in the subject. The present conceptual paper lays the foundations of a strategic approach to SM and discusses its theoretical implications. Following an overview on the concept of SM, through a content analysis of the specialized management literature (n = 14), we present various best practices and reflect on the apparent lack of strategic thinking in using SM as a marketing application. Then, we compare these practical examples with general marketing strategy theory. By merging theory and practice, we aim to provide an insight towards a well-founded application of SM as a genuinely strategic marketing tool.