THE IMPACT OF SOCIAL NETWORKS ON THE AWARENESS INCREASE OF A CORPORATE SOCIAL RESPONSIBILITY CAMPAIGN: A CASE STUDY ON ALEX&COMP GALATI

Nicoleta Cristache, Edit Lukacs and Alexandru Capatina

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2013, vol. 7, issue 1, 165-173

Abstract: This paper outlines the role and benefits of social networks use on the increase of a Corporate Social Responsibility (CSR) campaign awareness, revealing the correlations between the maximization of the positive attitudes expressed by the fans of a brand and the CSR campaign indicators. The study emphasizes that a CSR campaign which lead to a social problem solving determine a higher tendency of the consumers to follow the official page of the company - which managed the CSR campaign - on a social network.Then, the attention is focused on the decision-making influence factors regarding the follow-up of a CSR campaign in the online environment, reflecting the most relevant indicators provided by social networking process assessment.

Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:7:y:2013:i:1:p:165-173

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