Co-created corporate social responsability initiatives on social media
Autor(a) principal: | |
---|---|
Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/15757 |
Resumo: | The subject addressed in this thesis is the emerging online co-created Corporate Social Responsibility (CSR). As the traditional approaches on CSR communication are revealing to be unable of raising awareness and increasing stakeholder engagement, often failing to improve positive relationships with consumers, the present research focused on a new methodology for implementing such activities: a more participatory process, where organizations and stakeholders extend co-creation from consumption products to social responsibility initiatives. There is still little research in the CSR literature about the opportunities offered by participatory activities and how they affect awareness and engagement in social media environments. Thus, the main purpose of the current research was to examine if organizations that engage stakeholders in social media with co-creative approaches, allowing them to be active participants and decision-makers in their online CSR activities, can be more effective in building awareness, increasing stakeholders’ empowerment and participation levels, than firms who use the conventional design and communication of these activities, where the stakeholder has no participation in the process and is merely taken as a passive agent. |
id |
RCAP_859ba6ba3aa61ff873db60299195cabd |
---|---|
oai_identifier_str |
oai:repositorio.iscte-iul.pt:10071/15757 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Co-created corporate social responsability initiatives on social mediaCorporate social responsibilityCo-creationSocial mediaCommunicationResponsabilidade social das empresasRede socialMarketing socialComunicaçãoThe subject addressed in this thesis is the emerging online co-created Corporate Social Responsibility (CSR). As the traditional approaches on CSR communication are revealing to be unable of raising awareness and increasing stakeholder engagement, often failing to improve positive relationships with consumers, the present research focused on a new methodology for implementing such activities: a more participatory process, where organizations and stakeholders extend co-creation from consumption products to social responsibility initiatives. There is still little research in the CSR literature about the opportunities offered by participatory activities and how they affect awareness and engagement in social media environments. Thus, the main purpose of the current research was to examine if organizations that engage stakeholders in social media with co-creative approaches, allowing them to be active participants and decision-makers in their online CSR activities, can be more effective in building awareness, increasing stakeholders’ empowerment and participation levels, than firms who use the conventional design and communication of these activities, where the stakeholder has no participation in the process and is merely taken as a passive agent.O assunto abordado nesta tese é a emergente co-criação online de iniciativas de Responsabilidade Social das Empresas (RSE). Sendo que as abordagens tradicionais de comunicação de RSE se têm revelado incapazes de aumentar a "awareness" e o "engagement" dos "stakeholders", muitas vezes não conseguindo melhorar as relações com os consumidores, o presente estudo focou-se numa nova metodologia para implementar estas atividades: um processo mais participativo, onde as organizações e os "stakeholders" estendem a co-criação de produtos de consumo às iniciativas de responsabilidade social. Existe ainda escassa pesquisa na literatura de RSE sobre as oportunidades oferecidas pelas atividades participativas e como elas afetam a "awareness" e o "engagement" nas redes sociais. Assim, o principal objetivo neste estudo foi examinar se as organizações que envolvem os seus "stakeholders" nas redes sociais com abordagens co-criativas, permitindo que eles sejam participantes ativos e decisores nas atividades "online" de RSE, poderão ser mais eficazes na construção de "awareness", aumentando o "empowerment" e os níveis de participação dos seus "stakeholders", do que as empresas que utilizam o design e a comunicação tradicionais dessas atividades, onde os "stakeholders" não participam no processo e são simplesmente considerados agentes passivos.2018-05-07T13:11:47Z2017-10-12T00:00:00Z2017-10-122017-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/15757TID:201762382engLopes, João Pedroinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:54:05Zoai:repositorio.iscte-iul.pt:10071/15757Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:27:11.910457Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Co-created corporate social responsability initiatives on social media |
title |
Co-created corporate social responsability initiatives on social media |
spellingShingle |
Co-created corporate social responsability initiatives on social media Lopes, João Pedro Corporate social responsibility Co-creation Social media Communication Responsabilidade social das empresas Rede social Marketing social Comunicação |
title_short |
Co-created corporate social responsability initiatives on social media |
title_full |
Co-created corporate social responsability initiatives on social media |
title_fullStr |
Co-created corporate social responsability initiatives on social media |
title_full_unstemmed |
Co-created corporate social responsability initiatives on social media |
title_sort |
Co-created corporate social responsability initiatives on social media |
author |
Lopes, João Pedro |
author_facet |
Lopes, João Pedro |
author_role |
author |
dc.contributor.author.fl_str_mv |
Lopes, João Pedro |
dc.subject.por.fl_str_mv |
Corporate social responsibility Co-creation Social media Communication Responsabilidade social das empresas Rede social Marketing social Comunicação |
topic |
Corporate social responsibility Co-creation Social media Communication Responsabilidade social das empresas Rede social Marketing social Comunicação |
description |
The subject addressed in this thesis is the emerging online co-created Corporate Social Responsibility (CSR). As the traditional approaches on CSR communication are revealing to be unable of raising awareness and increasing stakeholder engagement, often failing to improve positive relationships with consumers, the present research focused on a new methodology for implementing such activities: a more participatory process, where organizations and stakeholders extend co-creation from consumption products to social responsibility initiatives. There is still little research in the CSR literature about the opportunities offered by participatory activities and how they affect awareness and engagement in social media environments. Thus, the main purpose of the current research was to examine if organizations that engage stakeholders in social media with co-creative approaches, allowing them to be active participants and decision-makers in their online CSR activities, can be more effective in building awareness, increasing stakeholders’ empowerment and participation levels, than firms who use the conventional design and communication of these activities, where the stakeholder has no participation in the process and is merely taken as a passive agent. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-10-12T00:00:00Z 2017-10-12 2017-09 2018-05-07T13:11:47Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/15757 TID:201762382 |
url |
http://hdl.handle.net/10071/15757 |
identifier_str_mv |
TID:201762382 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/octet-stream |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799134835231424512 |