Communicating CSR - the Lasswell's Model Approach

• Autorzy: Magdalena Zalewska-Turzyńska

Warianty tytułu

Model komunikacji CSR w świetle podejścia H. Lasswella

• Języki publikacji: EN

Abstrakty

EN

For years Corporate Social Responsibility has been area of interest for both theorists and researchers. CSR is a rapidly developing business strategy and not simply a theory in the management literature. Different authors offer a multilevel and multidisciplinary theoretical framework and empirical research that analyse, synthesize and integrate the CSR area at the institutional, organizational, and individual levels of analysis. The author of the article tries to answer what are consumer needs as far as communicating the CSR activities is concerned. The Lasswell's persuasion model was chosen as a background. The method used in the paper is analysis of existing research. It was purposeful selection of the sources of CSR research - fitting to the Lasswell's model elements and tolerably recent time of publishing. This article is an attempt to gather outcomes from several studies and combine it into one compact theory that has features of integration (a primary attempt to something that may be carefully called meta-theory)(original abstract)

Przez lata zagadnienie Społecznej Odpowiedzialności Biznesu (CSR) było przedmiotem zainteresowań naukowych zarówno teoretyków, jak i praktyków, ponieważ jest ono gwałtownie rozwijającą się strategią biznesu, a nie tylko teorią w literaturze z zakresu zarządzania. Rozmaici autorzy wypracowali różne, wielopoziomowe i interdyscyplinarne opracowania teoretyczne i badania praktyczne, które pozwalają analizować, syntetyzować i integrować obszar CSR na poziomach instytucjonalnym, organizacyjnym i indywidualnym. W tym artykule podjęto próbę odpowiedzi na pytanie, jakie są potrzeby komunikacyjne klienta otrzymującego przekaz o aktywności obejmującej społeczną odpowiedzialność firmy. Do tego celu jako podstawę wybrano model perswazyjny Lasswella. Zastosowano metodę analizy istniejących badań empirycznych - dobór celowy badań. Kryterium wyboru to dopasowanie do warunków narzuconych przez model Lasswella oraz możliwie niedawny czas publikacji badań naukowych. Opracowanie to jest pierwszą lub nawet pierwotną próbą stworzenia złożonej teorii komunikacji z klientem w zakresie CSR - tworu, który można ostrożnie nazwać próbą stworzenia podwalin do metateorii noszącej cechy integracji dotychczasowych badań(abstrakt oryginalny)

Słowa kluczowe

EN

Corporate Social Responsibility (CSR); Customer

PL

Społeczna odpowiedzialność biznesu; Klient

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2015
• Numer: nr 401 Ekonomia
• Strony: 623--630

Twórcy

autor

Magdalena Zalewska-Turzyńska

• University of Lodz

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Identyfikatory

DOI

10.15611/pn.2015.401.57