Riassunto analitico
This work examines the connection between the concepts of reputation, CSR and corporate communication of today's international companies. The aim of the thesis is to analyse how these three concepts are strongly interconnected and how their interdependence is a crucial aspect for companies in order to achieve a competitive advantage. The Reputation Institute 2020 ranking of most reputable companies is taken into consideration in order to analyse today’s major trends that influence a company’s reputation. The ranking is also taken as a basis to select the companies to examine, while Lunquist’s seven criteria are taken as a method of analysis of online corporate communication. The research investigates how companies communicate CSR on the web pages and social media platforms. Two companies are selected from the higher part of the ranking, Lego and Microsoft, and two from the lower part, Dell and Mars. Conclusions show that CSR communication is an essential element in nowadays communication of both high- and low-ranked companies. In spite of this high-ranked companies proved to be more engaged and exhaustive on both corporate websites and social media. Low-ranked companies proved to have a strong interest in the CSR but turned out to communicate in a less consistent and exhaustive way and by using less developed communication strategies. As a result, having a strong CSR commitment and using effective communication strategies contribute to achieving brand awareness and to increasing company reputation.
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