| Popis: |
This master’s thesis investigates how the global consumer goods company Unilever communicatesabout their CSR activities online as well as how this affects their stakeholders’ perceptionof the company. The study examines Unilever’s corporate brand through the use of the VCImodel as presented by Mary Jo Hatch and Majken Schultz. Furthermore, it explores the use ofFacebook as a media for Unilever’s CSR communication as well as how consumers feel aboutthe use of CSR as a branding tool.Besides the VCI model, the thesis explores these areas through theories about CSR, organizationalculture as well as stakeholder identification and salience. The study is founded on qualitative,empirical data from a survey, a focus group, and four interviews with experts in the field ofCSR.The study found an apparent gap between Unilever’s vision and culture, which has resulted inthe creation of another gap between the company’s vision and the stakeholder image. This gapappears to have a negative impact on the reception of Unilever’s CSR communication due to thecontrast between the company’s promises of sustainable business practices and their CSR relatedscandals in the media.Additionally, the study found that Unilever currently uses Facebook as a means to communicateabout the company’s CSR activities. However, as Facebook is a social media, unsatisfied stakeholdersappear in turn to be using these communication efforts as a place for publicly shamingthe company for their shortcomings in regards to CSR.In conclusion, CSR and sustainability are central parts of Unilever’s chosen identity, and theyactively communicate thusly online to position the company advantageously. However, due tothe gaps in Unilever’s corporate brand, stakeholders do not always receive this communicationpositively. |
