Социално-отговорните инициативи на бизнеса в дигитална среда, като част от изграждането на имиджа и репутацията на компаниите
Socially Responsible Business Initiatives in the Digital Environment as Part of Building the Image and Reputation of Companies

Author(s): Pavleta Vankova
Subject(s): Economy, Business Economy / Management, Human Resources in Economy, ICT Information and Communications Technologies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: social responsibility initiatives; corporate social responsibility; digital communication tools; website; social media
Summary/Abstract: In today’s digital age, the importance of adopting a new model of business behavior that generates real benefits for business and society is increasing. The concept of corporate social responsibility (CSR) means the set of attitudes, decisions and actions of an organization that are socially oriented. When the company’s attitudes, decisions and actions match those of the society, it acquires a socially responsible image. The social responsibility of the company is valued by others and has different manifestations. It covers business commitments to society, expanding their range beyond economic functions, and including social activities as indispensable. Corporate Social Responsibility is a strategic choice for the leadership of any organization that wants to integrate better into the environment in which it operates through a responsible attitude towards society and the environment. For this reason, the active role of managers is crucial to minimize problems in society, to ensure sustainable development and an optimal environment for the functioning of the organization they manage. The process of globalization, the development of digital technologies and the increased economic growth have led the beginning of the study and exploration of corporate social responsibility (CSR) to the next level. On the other hand, globalization creates new stakeholders in the process and determines the need for constant communication with them. As a result, more than ever, companies are engaging in various socially responsible causes. And in this interconnected globalized world, the World Wide Web and the communication tools that have been created and developed based on it have changed the way people and companies inform, communicate and connect with each other. Digital tools enable companies to increase opportunities to promote their socially responsible initiatives and engage key internal and external company stakeholders – consumers, employees, shareholders and suppliers, as well as citizens and NGOs that are important to the organization. And thus, create the desired favorable image and reputation. The report summarizes the overall digital communication mechanism for promoting a socially responsible initiative and building a favorable image and reputation of the company. The purpose of the report is: to present the essence of the company’s socially responsible initiatives on the Internet and the benefits for the business; to outline the most important digital tools available to date in the arsenal of managers to build a favorable image and reputation of the company.

• Details
• Contents