magistrsko delo
Abstract
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.
Keywords
komuniciranje družbene odgovornosti;družbena omrežja;vključenost sledilcev na družbenih omrežjih;Facebook;
Data
Language: |
Slovenian |
Year of publishing: |
2022 |
Typology: |
2.09 - Master's Thesis |
Organization: |
UL FDV - Faculty of Social Sciences |
Publisher: |
[K. Rudman] |
UDC: |
005.35(043.2) |
COBISS: |
134395139
|
Views: |
45 |
Downloads: |
10 |
Average score: |
0 (0 votes) |
Metadata: |
|
Other data
Secondary language: |
English |
Secondary title: |
Communicating Lidl's social responsibility on Facebook and engaging followers |
Secondary 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. |
Secondary keywords: |
corporate social responsibility communication;social networks;social follower engagement;Družbena odgovornost podjetij;Tržno komuniciranje;Družbena omrežja (internet);Univerzitetna in visokošolska dela; |
Type (COBISS): |
Master's thesis/paper |
Study programme: |
0 |
Embargo end date (OpenAIRE): |
1970-01-01 |
Thesis comment: |
Univ. v Ljubljani, Fak. za družbene vede |
Pages: |
153 str. |
ID: |
17351930 |