The application of CSR in marketing communication and its potential impact on customer perceived value

IF 1.2 Q4 BUSINESS

Entrepreneurship and Sustainability Issues Pub Date : 2023-06-01 DOI:10.9770/jesi.2023.10.4(14)

M. Ruschak, Z. Caha, Milan Talíř, M. Konečný

引用次数: 0

Abstract

. The research aims to determine whether companies using CSR in their marketing communication believe this approach has a positive effect on CPV and what forms of communication mix they most often use for this purpose. To achieve this goal, the method of online questionnaire survey was selected for data collection. The methods of correlation and regression analysis and structural equation modelling were used for data processing. Results obtained by interviewing business representatives show that companies often need to realize these are CSR principles to implement CSR activities. The most commonly used CSR communication tools include "Public relations & publicity" and "Internet marketing"; however, no statistically important correlation between these tools has been confirmed. The research results confirm that companies using CSR for marketing communication are aware of its importance concerning the brand's positive perception; on the other hand, from the perspective of the interviewed companies, no link between CSR, its communication

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企业社会责任在营销传播中的应用及其对客户感知价值的潜在影响

该研究旨在确定在营销传播中使用企业社会责任的公司是否认为这种方法对CPV有积极影响，以及他们最常用的传播组合形式。为了实现这一目标，选择了在线问卷调查的方法进行数据收集。数据处理采用了相关回归分析和结构方程建模的方法。通过采访企业代表获得的结果表明，企业通常需要意识到这些是企业社会责任的原则来实施企业社会责任活动。最常用的企业社会责任传播工具包括“公共关系与宣传”和“互联网营销”；然而，这些工具之间没有统计学上重要的相关性得到证实。研究结果证实，使用企业社会责任进行营销传播的公司意识到其对品牌积极感知的重要性；另一方面，从受访企业的角度来看，企业社会责任与其沟通之间没有联系

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Entrepreneurship and Sustainability Issues BUSINESS-

自引率

5.90%

发文量

审稿时长

20 weeks

期刊介绍： ENTREPRENEURSHIP AND SUSTAINABILITY ISSUES ISSN 2345-0282 (online) is a peer-reviewed scientific journal, serving as a platform to foster multi/interdisciplinary innovations that bring together the research communities and the end-users being affected. It is where theory meets practice, evident in the authors being experts across the industrial value chain – including business visionaries, regulatory and standards bodies, and especially pan-European networking through public and private sector partnerships (PPPs). Accepted papers present outcomes of initiatives and findings across all fields of science and technology, especially social sciences and humanities. Multi/interdisciplinary approach is encouraged. Recent additions to the already well-accomplished editorial board includes experts from the energy and information and communication technologies (ICT) sectors, particularly focused on advances to the state of the arts in environmental sustainability developments. This journal publishes original research papers that are rich with case studies of modern demonstrations, presenting innovative solutions to socio-economic and socio-technical problems that plague modern societies. It is a journal that is positioned as collaborative platform where theory meets practice, which is accomplished by publishing authors who’ve uncovered new linkages between data formulation and the underpinning theories, cases, observations, and validated hypotheses arising from the analysis of that data. ESI journal scope includes as well a particular focus on the business development side of smart electricity grids regarding financial or innovative technological aspects surrounding: renewable production, energy storage and management, construction materials, retrofitting, urban planning, and the trading of actors within emerging markets affected by energy supply and demand tradeoff.