| Abstract [eng] |
The master 's thesis analyzes the expression of corporate social responsibility communication for consumer education, focusing on the content and means of the communication message. The relevance of the work is based on the tendency observed in the literature and other sources that the public's perception of corporate social responsibility is still low, which leads to greater consumer skepticism, less interest and involvement in socially responsible activities. The literature indicates that it is corporate communication about CSR activities that contributes to consumer education, which can help to meet the challenges ahead. The problem in this paper is: what kind of content communication messages expand consumers' knowledge about corporate social responsibility? What tools of communication are most acceptable to consumers to share information on socially responsible business practices? The aim of the work: to reveal the strategies and tools of corporate social responsibility communication based on the literature, to determine what kind of corporate social responsibility communication expands consumers' knowledge about corporate social responsibility activities. The analysis of the literature on corporate social responsibility communication strategies, tools and the formation of the communication message helped to understand that CSR communication is understood as a continuous process, and not only as the transmission of information. CSR communication strategies focus on the content of the communication message and the choice of communication tools. The analyzed principles of corporate social responsibility communication message helped to understand what information should be provided to consumers. These are: the importance of the problem, the impact of CSR, the motives for CSR, the relevance of CSR and the commitment to CSR. Two-way communication tools are often cited in the scientific literature as key communication tools for CSR, enabling companies to engage with stakeholders and develop a dialogue that can have a positive impact on the implementation of a CSR strategy. This information helped shape the questionnaire for the empirical study. The summarized results of the study show that the expression of corporate social responsibility communication for consumer education is huge. It reveals itself as one of the main sources of information that shapes perceptions of CSR. The results of the research showed that the perception of the respondents about the achieved results and information on how consumers can get involved in socially responsible activities increases the perception of the respondents the most. However, the following statements were also evaluated as content in a communication message that broadens the perception of CSR: use a simple, clear language style; constantly communicate about the socially responsible activities, not only about the results; clearly identify the problems; provide measures on how the results will be achieved; indicate long-term liabilities; share information about challenges and mistakes; provide reasons for socially responsible activities. The study also identified 3 main means by which respondents access information most often and which they identify as the most conducive to CSR communication: social networks, company websites and information on packaging. |
