Customer Engagement Understood Through Publications on the Social Media. A Case Study Of Unilever`s CSR Initiatives on LinkedIn
Author
Hadzhiminev, Denislav Petkov
Term
4. term
Publication year
2018
Submitted on
2018-06-05
Pages
53
Abstract
Virksomheders samfundsansvar (CSR) handler om, hvordan virksomheder tager ansvar for deres sociale og miljømæssige påvirkning. Dette studie undersøger, hvordan interessenter—særligt forbrugere—engagerer sig i CSR-tiltag. Til formålet anvendes en model til at måle forbrugeres opfattelse (CPCSR), som bruges i et enkelt casestudie af Unilever. I tråd med den stigende forskningsinteresse for sociale medier analyserer studiet Unilevers CSR-opslag på LinkedIn over en bestemt periode. Forskningsspørgsmålet er: Hvordan er CPCSR-modellens domæner rangeret i Unilevers CSR-opslag på LinkedIn? Metoden omfattede at udtrække opslag, organisere indholdet i mønstre (et kodningsskema) og bruge disse til at fortolke og rangere CPCSR-domænerne. Enkeltcaset giver et detaljeret indblik i Unilevers CSR-kommunikation i perioden og munder ud i forslag til fremtidig CSR-forskning.
Corporate Social Responsibility (CSR) is how companies take responsibility for their social and environmental impact. This study explores how stakeholders—especially consumers—engage with CSR initiatives. To do so, it uses a consumers’ perception measurement model (CPCSR) and applies it to a single case: Unilever. Reflecting growing research interest in social media, the study analyzes Unilever’s CSR posts on LinkedIn over a specific period. The research question asks: How are the CPCSR model domains ranked in Unilever’s LinkedIn CSR posts? The method involved extracting posts, organizing the content into patterns (a coding scheme), and using these to interpret and rank the CPCSR domains. The single-case approach provides a detailed view of Unilever’s CSR communication in that timeframe and leads to suggestions for future CSR research.
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