Socially Responsible Activities - An Efficient Tool for the Companies for Marketing Communication with the Consumers

2016 ◽  
Vol 6 (3) ◽  
Author(s):  
Daliborka BLAZHESKA ◽  
Ljupka NAUMOVSKA
Keyword(s):  
Marketing Communication ◽  
Socially Responsible ◽  
Efficient Tool

scholarly journals Social Media in Communicating about Social and Environmental Issues—Non-Financial Reports in Poland

Information ◽  
2021 ◽  
Vol 12 (6) ◽  
pp. 220
Author(s):  
Ewa Stawicka ◽  
Joanna Paliszkiewicz
Keyword(s):  
Good Practice ◽  
Environmental Issues ◽  
Marketing Communication ◽  
Limited Extent ◽  
Socially Responsible ◽  
Communication Tools ◽  
Financial Reports ◽  
Good Practices ◽  
Corporate Social ◽  
The Impact

The main purpose of this article is to analyze the dissemination of social reports among entrepreneurs in order to determine the number of reporting organizations and examples in which Corporate Social Responsibility (CSR) areas enterprises report. We analyze the dissemination of social reports among entrepreneurs in Poland and determine the number of reporting organizations and examples in which CSR companies report. This work is a guide for entrepreneurs in Poland to build strategies and activities for transparency and communicating good practice. One of the research goals was to identify and evaluate communication activities with stakeholders in terms of responsible activities, social and environmental. The data analysis comes from a detailed literature review and the Responsible Business Forum (FOB) Reports database for 2008–2019 in Poland. The results of the survey show that many entrepreneurs in Poland, representing small, medium-sized (SME), and even large enterprises underestimate the importance of socially responsible activities. Entrepreneurs communicate with stakeholders to a limited extent and are not informed about good practices. The vast majority of the surveyed enterprises, especially large ones, prepare social reports, which result from obligation: requirements of Directive 2014/95/EU. The SME sector shows a lack of knowledge and uses individual marketing communication tools to a limited extent, limiting itself to advertising activities (very few companies prepare social reports). The article is a practical tip for enterprises showing the impact of business on changes towards sustainable development. Originality/value lies in the fact that the article presents selected research results on various aspects related to social reporting and communicating social and environmental activities to stakeholders.

scholarly journals SOCIALLY RESPONSIBLE MARKETING IN THE "NEW NORMAL"

2020 ◽  
Author(s):  
Marina Guzovski ◽  
Keyword(s):  
Well Being ◽  
Community Life ◽  
Marketing Communication ◽  
Socially Responsible ◽  
New Normal ◽  
Raising Awareness ◽  
Responsible Behaviour ◽  
Business Entities ◽  
The Impact

Given the fact that we are in a time of uncertainty, when we cannot predict how a coronavirus-induced pandemic will affect community life, socially responsible behaviour as well as the impact of socially responsible marketing come to the fore in particular. The goal of socially responsible marketing is to educate and take actions that will positively affect the change of behaviour, and all participants from business entities to individuals must be aware of their responsible behaviour towards themselves and others in order to improve well-being and benefit the society we live in. The paper presents models of socially responsible marketing communication in the "new normal" as well as their impact on raising awareness of responsible behaviour and the adoption of new habits among consumers.

scholarly journals Social responsibility in the application of integrated marketing communication

2020 ◽  
Vol 5 (2) ◽  
pp. 33-41
Author(s):  
Milan Krivokuća
Keyword(s):  
Social Responsibility ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Socially Responsible ◽  
Marketing Environment ◽  
Responsible Behavior ◽  
Modern Business ◽  
Total Profit ◽  
Business Entities

Modern business entities that operate independently or are integrated within modern market-oriented systems interact with the environment in which they operate. By promoting social values and norms, companies achieve a significant competitive advantage over companies in their field, increasing their market share, which results in an increase in the total profit of a particular company. Business entities have a major role in developing and nurturing activities related to social responsibility, especially in the field of environmental protection and the provision of satisfactory quality products and services. The aim of this paper is to point out and present changes in socially responsible behavior in relation to trends in the marketing environment.

scholarly journals The Approach of SMEs to Using the Customer Databases and CRM: Empirical Study in the Slovak Republic

2019 ◽  
Vol 12 (1) ◽  
pp. 227 ◽  
Author(s):  
Lenka Ližbetinová ◽  
Peter Štarchoň ◽  
Dagmar Weberová ◽  
Eva Nedeliaková ◽  
Martina Juříková
Keyword(s):  
Customer Relationship Management ◽  
Slovak Republic ◽  
Relationship Management ◽  
Descriptive Statistics ◽  
Customer Relationship ◽  
Marketing Communication ◽  
Socially Responsible ◽  
Factors Affecting ◽  
Research Results ◽  
Globalized Economy

Sustainability of (small and medium-sized enterprises) SMEs in a globalized economy depends on several factors. According to available studies, effective Customer Relationship Management (CRM) is one of the factors affecting the competitiveness of SMEs in a positive way. This paper is focused on creating customer databases and on using the CRM strategy in SMEs in Slovakia. The aim of the paper is to cluster SMEs in Slovakia based on using customer databases and CRM and to identify differences in clusters according to the selected attributes. The outputs of the research focused on marketing communication and on creating the CRM strategy in Slovak enterprises are presented in the paper. Quantitative nonexperimental research using the questionnaires was conducted at the end of 2017 and throughout the year 2018. The research results are based on the responses of 1009 Slovak SMEs. Basic descriptive statistics, K-means cluster analysis, Analysis of variance (ANOVA), and Tukey HSD test were used to process the data. The resulting clusters show three typical attitudes of Slovak SMEs to creating the database, using the CRM and its effectiveness. Moreover, attitude to the application of ethical principles and holistic, integrated, and socially responsible marketing are presented in the clusters. Following the results, the fact that SMEs can be divided into the three following clusters with equal size can be stated: 1st cluster (in 92.2% and consisting of micro- and small-sized enterprises), customer databases are created for the purpose of marketing communication; 2nd cluster, consisting of the highest percentage of medium-sized enterprises and enterprises with foreign equity participation using the customer databases and CRM; and 3rd cluster characterized with smaller-sized enterprises with domestic property not focused on marketing communication and using the customer databases. The research results provide the basis for further research and support for small and medium-sized enterprises.

scholarly journals THE NATURE OF SOCIALLY RESPONSIBLE COMMUNICATION IN INDIAN COMPANIES

2011 ◽  
Vol 12 (1) ◽  
pp. 24-32 ◽  
Author(s):  
Sudeepta Pradhan ◽  
Subhadip Roy
Keyword(s):  
Child Welfare ◽  
Social Issues ◽  
Public Awareness ◽  
Marketing Communication ◽  
Business And Society ◽  
Socially Responsible ◽  
Print Advertisements ◽  
Responsible Manner

Firms today try to act beyond their normal course of business towards the society. No longer is the society just a means of earning profit. Socially responsible firms believe that business and society are interwoven rather than being distinct. Such firms try to act in an ethical and responsible manner towards the society. They have a philanthropic approach towards society and communicate it to the society through advertisements. This study aims at analysing such socially responsible ads. More specifically, the study objectives were to identify the themes of socially responsible communication (SRC) promoted by India firms. To achieve the study objectives 68 print advertisements with SRC were content analysed to determine the focus of such communication. The results suggested that most advertisements were serving a multi-fold purpose. They created awareness for the product as well as for social issues which were largely neglected by the society. The study revealed that SRC advertisements could be classified into five categories i.e. Public Awareness, Environment, Child welfare, Health & Safety and Women Upliftment & Security. The overall results suggested that contemporary marketing communication were having a responsible outlook in order to make the society a better place to live in.

Market Reforms in Russia: Can the Vicious Circle Be Teared Open?

2004 ◽  
pp. 114-128
Author(s):  
V. Nimushin
Keyword(s):  
Economic Policy ◽  
Comparative Analysis ◽  
Historical Context ◽  
Vicious Circle ◽  
Modern World ◽  
Market Reforms ◽  
Main Task ◽  
Forward Movement ◽  
Socially Responsible ◽  
The Way

In the framework of broad philosophic and historical context the author conducts comparative analysis of the conditions for assimilating liberal values in leading countries of the modern world and in Russia. He defends the idea of inevitable forward movement of Russia on the way of rationalization and cultivation of all aspects of life, but, to his opinion, it will occur not so fast as the "first wave" reformers thought and in other ideological and sociocultural forms than in Europe and America. The author sees the main task of the reformist forces in Russia in consolidation of the society and inplementation of socially responsible economic policy.

Developing design literacy through brand-based artefacts

2019 ◽  
Vol 2 (1) ◽  
Author(s):  
Catarina LELIS
Keyword(s):  
Empirical Study ◽  
Focus Groups ◽  
Design Process ◽  
Basic Design ◽  
Willingness To Participate ◽  
Socially Responsible ◽  
Interaction Structure ◽  
Functional Prototype ◽  
High Willingness

The brand is a powerful representational and identification-led asset that can be used to engage staff in creative, sustainable and developmental activities. Being a brand the result of, foremost, a design exercise, it is fair to suppose that it can be a relevant resource for the advancement of design literacy within organisational contexts. The main objective of this paper was to test and validate an interaction structure for an informed co-design process on visual brand artefacts. To carry on the empirical study, a university was chosen as case study as these contexts are generally rich in employee diversity. A non-functional prototype was designed, and walkthroughs were performed in five focus groups held with staff. The latter evidenced a need/wish to engage with basic design principles and high willingness to participate in the creation of brand design artefacts, mostly with the purposeof increasing its consistent use and innovate in its representation possibilities, whilst augmenting the brand’s socially responsible values.

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