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The Environmental, Social and Economic Pillar Of Socially Responsible Marketing as a Necessary Condition for Increasing the Competitiveness of Medium-Sized Enterprises in Selected Regions of Slovakia in the Context of Used Media

100%

Bednárik J., Nagyová N.

Media Literacy and Academic Research

2024

vol. 7

issue 1

114-128

Corporate social responsibility is one of the most crucial management concepts for companies to integrate into their processes. It is gradually expanding into marketing, in the specific form of socially responsible marketing. As practice illustrates, this concept represents a competitive advantage for businesses that have decided on its application. This step allows them to improve their market position among customers, competitors and investors. At the same time, they can increase their profit, strengthen their brand, minimize employee turnover, increase the influx of new employees, or improve work productivity. Considering the current trends and the ever-increasing pressure from interested parties, analysing the application of this concept has become necessary. This paper aims to analyse the use of socially responsible marketing in particular geographical areas of Slovakia while emphasizing the increasing competitiveness of medium-sized enterprises and the media. The paper presents the results of quantitative research through a questionnaire survey. The submitted paper summarizes the application of socially responsible marketing in Slovakia and discusses future development possibilities in this area.

The Use of Communication Tools in Human Resources Marketing and the Role of Critical Thinking in This Process

81%

Uhlík M., Bednárik J., Solík M., Mináriková J.

Media Literacy and Academic Research

2022

vol. 5

issue 2

259-272

The study deals with the issue of using communication tools in HR marketing for effective human resource management. The aim of the study is to outline a practical view of the possibilities of application of individual communication tools that can be used by HR managers in achieving the set goal, which is to have a sufficient amount of quality and a qualified workforce. The study also aims to highlight the importance of critical thinking by employees in conjunction with recognition of their work, a tool that helps to increase employee loyalty and thus create an enterprise that has a firmer foundation in human resources. The study also emphasises the comparison of HR communication tools used before and after the Corona crisis. This comparison is a logical outcome of the situation that has arisen in the labour market. Before the outbreak of the pandemic, HR managers were faced with the question of how to deal with the shortage of quality and skilled labour and the historically low unemployment rate, as opposed to the current situation where they are faced with the problem of reducing certain job positions. We are currently witnessing a situation of declining sales, in which HR departments are having to deal with the issue of surplus labour and their subsequent redundancies. This situation gives us the opportunity to compare the different communication tools used before and after the Corona crisis. This comparison is beneficial for a better understanding of both the theoretical and methodological, but above all practical, insights into the effective use of communication tools in HR marketing in conjunction with critical thinking and recognition.

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2 Media Literacy and Academic Research

2 Bednárik J.

1 Mináriková J.

1 Nagyová N.

1 Solík M.

1 Uhlík M.

1 2024

1 2022

Search results

The Environmental, Social and Economic Pillar Of Socially Responsible Marketing as a Necessary Condition for Increasing the Competitiveness of Medium-Sized Enterprises in Selected Regions of Slovakia in the Context of Used Media

The Use of Communication Tools in Human Resources Marketing and the Role of Critical Thinking in This Process