Special Employment Centres, Time Factor and Sustainable Human Resources Management in Spanish Hotel Industry: Can Corporate Social Marketing Improve the Labour Situation of People with Disabilities?

Background: Low-quality jobs, long working hours and difficult scheduling of hours have been usually reported in the hotel industry. The situation is more difficult for people with disabilities (PWD), even more in the COVID-19 crisis, especially in terms of labour inclusion (due to the labour discrimination usually suffered by this collective). Thus, Special Employment Centres (SEC) have been created in Spain to spread protected employment of PWD. Although they are improving the situation in the short term, the long-term impact developing sustainable employment is not clear. The objective of this paper is to analyze the Spanish situation, the possible differences between sheltered employment and the ordinary labour market, how SEC could be improving (or not) their labour situation in the hotel sector in the long term, and the potential of incorporating Corporate Social Marketing to overcome the problem. Methods: A content bibliographic analysis has been carried out according to the latest research about this topic, using a ProKnow-C methodology. Results: There seems to be two different groups of papers (supply and demand sides), being the supply side one (focused on HR practices about PWD inclusion and managers’ perceptions of workers with disabilities) more related to our research objective. Furthermore, few articles were found about SEC and Corporate Social Marketing in relation to this topic, highlighting the originality of this research approach. Conclusions: According to our bibliographic portfolio, the presence of labour discrimination in the regular market is more evident; and, in the long term, two opposite situations could be happening simultaneously: (a) SEC would be reinforcing the social stigma, hindering the labour situation of PWD; (b) SEC could be changing the social perspectives of clients and all society in a positive manner. Therefore, it would be necessary to go in-depth into the present subject, from an academic but also practical perspective, incorporating an innovative Corporate Social Marketing approach in order to shed new light on this issue and improving effective sustainable employment of PWD.

THE INFLUENCE OF GREEN MARKETING STRATEGY ON PURCHASING DECISION WITH MEDIATION ROLE OF BRAND IMAGE

This study aims to determine and analyze the influence of green marketing, corporate social marketing, and green product innovation on purchasing decisions with the brand image as an intervening variable. The population is consumers who purchase go green products in central java. By using the purposive sampling technique, obtained a total sample of 140 respondents. The analysis tool is the analysis path, which was previously tested for validity, reliability, and the classic assumption test. The test results show that green marketing, corporate social marketing, and green product innovation have a positive influence on brand image. Green marketing, corporate social marketing, green product innovation, and brand image positively influence purchasing decisions. Brand image can be an intervening variable between green marketing and purchasing decisions, while brand image can be an intervening variable between corporate social marketing and purchasing decisions. Brand image can be an intervening variable between green product innovation on repurchase. The more the company can innovate on environmentally-friendly products, the more it will improve the positive image to increase consumers’ decisions. Future studies should consider green perceived quality, brand awareness, and brand trust to understand consumer purchasing decisions better.

Corporate Social Responsibility in Media Digital During COVID-19 Pandemic

The research aims to analyze corporate social responsibility (CSR) on social media in PT Tip Top during the COVID-19 Pandemic. Social media usage in corporate social responsibility activities allows the creation of an interactive horizontal dialogue between the company and stakeholders. The research would find out how PT Tip Top Supermarket implements Corporate Social Responsibility on Social Media. The research uses qualitative research methods with a case study approach. The author uses ‘holistic single case’ design. This research uses three sources of evidence, including direct observation, document analysis, and literature review. This research indicates that the CSR program on online media at PT Tip Top leads to the concept of corporate social marketing.

Pengaruh Corporate Social Responsibility dengan Causing Branding dan Venture Philanthropy Terhadap Profitability

Tujuan dari penelitian ini untuk mengukur pengaruh terhadap profitabilitas. Metode pengumpulan data dengan menganalisi laporan keuangan terkait dengan Corporate Social Responbillitiy dengan Cause Branding dan Venture Phillanthrophy terhadap profitabilitas. Dalam perhitungan Corporate Social Responbillitiy dengan Cause Branding dan Venture Phillanthrophy menggunakan Fungsi sosial terhadap profitabilitas dengan menghitung dana zakat dan Qard. Untuk CSR ber sub cause branding menggunakan Fungsi Edukasi yaitu berupa Corporate Social Marketing (CSM). Data diambil dari laporan keuangan tahunan 14 Bank Umum Syariah (BUS) selama 4 tahun (2015-2018). Teknik analisis yang digunakan adalah statistik deskriptif dan regresi linier berganda. Rasio Pelaksanaan Fungsi Sosial dan Rasio Edukasi sebagai variabel independen diuji pengaruhnya terhadap Return on Asset (ROA) sebagai variabel dependen setelah sebelumnya dilakukan analisis deskriptif pada masing-masing variabel tersebut.

IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY PT KAI DAOP 8 SURABAYA DALAM PROGRAM RAIL CLINIC

PT Kereta Api Indonesia (Persero) Daop 8 Surabaya melaksanakan tanggung jawab sosial terhadap lingkungan sekitarnya dalam bentuk Program Rail Clinic. Program ini merupakan implementasi corporate social responsibility perusahaan untuk mensejahterakan masyarakatnya. Program yang didedikasikan untuk masyarakat ini dalam bentuk layanan kereta kesehatan, memberikan bantuan kepada masyarakat di araea rel kereta yang jauh dari akses kesehatan. Penelitian menggunakan pendekatan kualitatif. Hasil penelitian mengungkapkan Program Rail Clinic dalam CSR PT KAI Daop 8 Surabaya menghasilkan beberapa aktivitas utama yang dijalankan yakni cause promotion, cause related marketing, corporate social marketing, corporate philanthropy, community valunteering dan socialy responsible bussines practice. Aktivitas Program Rail Clinic berhasil membantu masyarakat dari aspek pelayanan kesehatan Kata Kunci: Rail Clinic,CSR, PT KAI Daop 8 Surabaya

The role of corporate social marketing

PurposeThis commentary aims to discuss the potential role of corporate social marketing and identify instances where corporate involvement in social marketing is appropriate. This argument is based on the rationale that there should be a focus on the social outcomes of initiatives rather than on which organisations are delivering the message. Design/methodology/approachThe paper is conceptual and draws on previous marketing, social marketing and health-related literature to discuss the potential positive role of firms in social marketing. FindingsThe paper proposes that there are many instances where corporations can play a vital role in enhancing social outcomes, even though they too may benefit from these social marketing activities (defined as corporate social marketing). It is argued that corporate social marketing is not only appropriate but also may, in fact, be more effective than social marketing undertaken solely by non-profits or governments. However, it is also identified that there may be inappropriate corporate participation in social marketing. Practical implicationsTwo typologies are put forward to assist in evaluating the impact of firm behaviour on society and the situations where corporate social marketing may be more appropriate. These typologies may assist in identifying where firms can play a valuable role in social marketing activities. Social implicationsUse of the typologies proposed will assist in identifying where firms can play a valuable role in social marketing activities and bringing about social benefit. Originality/valueThe discussion of corporate involvement in social marketing generally has been positioned as negative and this paper identifies instances where corporate social marketing may not only be appropriate but also may, in fact, bring about better social outcomes than if the activities were undertaken by government or non-profits.

OPINI MASYARAKAT TERHADAP KEGIATAN CORPORATE SOCIAL RESPONSIBILITY PT PABRIK GULA CANDI BARU

The purpose of this study was to determine public opinion towards corporate social responsibility Candi Baru sugar factory. This research used descriptive quantitative method, from a population of 367 householders, while a sample of 79 respondents. The sampling technique used proportional sampling techniques and random sampling. Collecting data used literature study, questionnaires and interviews. Analyzing data used descriptive statistics. The result study stated that, Candi Baru sugar factory has conducted two types of corporate social responsibility, namely corporate social marketing and corporate philanthropy. Public opinion towards corporate social responsibility Candi Baru sugar factory has been well overall, but there were still negative opinion of the people. It caused by multiple factors, the distribution of the assistance provided was uneven, the shape and the amount of assistance provided is considered incompatible with pollution and losses caused by the activity of production companies, as well as their distrust of the objectivity of the company in selecting the target activity.