CSR communication of a large bank

Katalin Ásványi

A chapter in Proceedings of FIKUSZ '09, 2009, pp 17-28 from Óbuda University, Keleti Faculty of Business and Management

Abstract: Nowadays in the business and corporate world we can increasingly often hear the expression Corporate Social Responsibility. In the democratic countries of the world the CSR communication develops fast and it is one of the essential elements of economic philosophy. In Hungary the CSR communication is in a hard situation because in the Hungarian media, the distinction between surreptitious advertising and CSR is not yet defined by law and regulated.In previous conference studies I dealt with the CSR communication of Hungarian large banks among which the OTP Bank has the best experience.The aim of my study is to examine the communication of CSR activities through the example of a Hungarian large bank, namely OTP Bank and to explore its potential.In my study firstly I describe the definition of CSR and its communication this is how the corporate social responsibility can be interpreted. Then I demonstrate the CSR communication tools. In the main part of my writing I examine the possibilities of CSR presence and analyze the application of CSR communication tools in the case of a Hungarian large bank. I close my study formulation of hypotheses for national bank sector and further research proposals. My main research questions are: 1. How CSR initiatives are being communicated? 2. How to get publicity for the CSR actions? 3. How to improve the CSR communication?

Keywords: corporate social responsibility; CSR communication; bank (search for similar items in EconPapers)
JEL-codes: D83 M14 (search for similar items in EconPapers)
Date: 2009
ISBN: 978-963-7154-93-5
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