Povezanost reputacije tvrtke u studentskoj populaciji s društveno odgovornim poslovanjem

master's thesis

• Title (english): The connection between company reputation in student community and corporate social responsibility
• Author: Nina Pamić
• Mentor: Tomislav Janović (mentor)
• Mentor: Daria Mateljak (mentor)
• Committee member: Jelena Jurišić (predsjednik povjerenstva)
• Committee member: Ivan Burić (član povjerenstva)
• Committee member: Tomislav Janović (član povjerenstva)
• Committee member: Duje Bonacci (član povjerenstva)
• Committee member: Daria Mateljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2019-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Odnosi s javnošću su djelatnost koja objedinjuje komunikacijske i menadžerske sposobnosti i funkcije profesionalaca kako bi stvorili, održali i unaprijedili dobre odnose unutar poduzeća i izvan njega. Poduzeća i njihovi menadžeri raspolažu snažnim i moćnim metodama kako bi u tržišnoj utakmici upravo njihovo poduzeće „izronilo“ iz mora konkurentskih poduzeća te tako privuklo pažnju dionika. Međutim, na jedan aspekt u očima dionika poduzeća ne mogu utjecati, a to je reputacija. Reputacija može nastati preko noći, a isto tako i nestati. Tu nastupa društveno odgovorno poslovanje, aspekt odnosa s javnošću koji usklađuje i prilagođava djelovanje poduzeća potrebama društva koje ga okružuje te čije aktivnosti utječu na stvaranje imidža. Aktivnosti društveno odgovornog poslovanja poduzeća moraju odgovarati određenoj interesno utjecajnoj skupini poduzeća koju je ono prepoznalo kao takvom, no pokazalo se kako mnoga poduzeća zanemaruju jednu skupinu koja je naizgled mala, iako bi se ulaganje u nju dugoročno moglo isplatiti – studentsku zajednicu. Studenti su interesno utjecajna skupina koja nema veliku kupovnu moć, no jednog će dana imati i kao takva ne smije biti zanemarena prilikom osmišljavanja poslovnih strategija. Reputacijski stavovi o dobrim ili lošim poslodavcima brzo se šire, a s obzirom na to da je studentska zajednica skupina koja će jednog dana činiti radnu snagu i buduće zaposlenike, odnose s takvom zajednicom valja održavati i ulagati u njih. Cilj ovog diplomskog rada je istražiti koje osobine čine dobrog i poželjnog poslodavca te jesu li te reputacijske osobine povezane s društveno odgovornim poslovanjem. Empirijsko je istraživanje provedeno uz pomoć anketnog upitnika putem programa Google Forms, a pristupilo mu je 49 studenata. Rezultati su pokazali da društveno odgovorno poslovanje nije presudno za odabir budućeg poslodavca, kao ni za njegovu reputaciju u studentskoj zajednici, no studentima je važno da su proizvođači čije usluge ili proizvode koriste društveno odgovorni.

Abstract (english)

Public relations (PR) are an activity which unites communicational and management skills and functions which PR professionals create, sustain and promote in order to gain good relations inside and outside of the company. The companies and their managers dispose of great and powerful methods in order to boost their visibility on the growing and overflooding market. On the other hand, there is one aspect with which the companies themselves are not able to manipulate or have any inpact on – reputation. Reputation is created within the stakeholders, it can be created over night and it disappears over night. Here comes Corporate Social Responsibility (CSR) in handy, one of the streams in PR which PR professionals turn to in order to harmonize and adjust companies' activities according to the society's needs. CSR activities are tailored to specific groups of interest which are recognized as such for the company, yet numerous companies disregard a small, but potentially important group – college students. College students are a group of interest which, at this point, does not have a great purchasing power, but one day will have and as such, students may not be excluded while creating CSR business strategies. Reputation judgements about good and bad employers travel fast within the student comunity. Students are future employees, so relations with them need to be nourished. The goal of the present thesis is to investigate which traits make an employer attractive among student population and to examine whether these reputational traits are related to CSR. The conducted research was delivered through the Google Forms application with 49 student participants. The results show that CSR is not crutial in college students' minds when applying for a job, nor does CSR have any impact on the companies' reputation within the student comunity. On the other hand, however, college students find CSR important when deciding about their favorate brands of products or services.

• Keywords: odnosi s javnošću; društveno odgovorno poslovanje; reputacija; interesno utjecajne skupine; studenti
• Keywords (english): public relations; corporate social responsibility; reputation; groups of interest; college students
• Language: croatian
• URN:NBN: urn:nbn:hr:111:463942
• 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: Open access
• Created on: 2020-01-13 12:56:32