Komunikacijski potencijal društveno odgovornog ponašanja: Wiener osiguranje

master's thesis

• Title (english): Communication Potential of corporate Socially Responsible: Wiener Insurance
• Author: Rebeka Medić
• Mentor: Danijel Labaš (mentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Davor Trbušić (član povjerenstva)
• Committee member: Danijel Labaš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2021-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Središnja tema ovog diplomskog rada je komunikacijski potencijal društveno
odgovornog poslovanja na primjeru Wiener osiguranja u Hrvatskoj. Rad se sastoji od teorijskog
i istraživačkog dijela. U teorijskom dijelu prikazani su glavni aspekti društveno odgovornog
poslovanja i važnost etičkih korporativnih komunikacija te društveno odgovornog marketinga.
Nakon teorijske potpore, analizirano je društveno odgovorno poslovanje u Wiener osiguranju
te je provedeno istraživanje anketnim upitnikom. S obzirom na temu rada, uzorak ispitanika
podijeljen je u dvije skupine. Prvu skupinu čine zaposlenici Wiener osiguranja (interna javnost),
a drugu skupinu sačinjava eksterna javnost u Republici Hrvatskoj. Istraživanje je potvrdilo da
eksterna javnost nije upoznata s projektima društveno odgovornog poslovanja kao što su
zaposlenici, ali je i potvrdilo da su projekti najčešće vidljivi na internetu. Istraživanje je, zajedno
s teorijom, pokazalo da je važno komunicirati društveno odgovorne aktivnosti jer njihovo
zajedničko djelovanje ima potencijal pridonijeti uspjehu organizacije.

Abstract (english)

The main topic of this paper is the communication potential of the socially responsible
business on the example of Wiener insurance in Croatia. The paper consists of a theoretical and
a research part. The theoretical part presents the main aspects of CSR, the importance of ethical
corporate communications and socially responsible marketing. After the theoretical support, the
CSR in Wiener insurance was analyzed and the research was conducted in the form of survey.
According to the topic of the paper, the sample of respondents was divided into two groups.
The first one is consisted of Wiener insurance employees (as internal public), and the second
group consists external public in the Republic of Croatia. The research confirmed that the
external public is not familiar with CSR projects such as employees, but along with theory, it
showed that communication has the potential to contribute to the success of the organization.

• Keywords: društveno odgovorno poslovanje; komunikacija; Wiener osiguranje; etika; marketing
• Keywords (english): socially responsible business; communication; Wiener insurance; ethics; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:111:224317
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-11-10 13:56:38