Search results

1

THE LGBT COMMUNITY AS A STAKEHOLDER IN COMMUNICATING CORPORATE SOCIAL RESPONSIBILITY: AN ANALYSIS OF SELECTED CASE STUDIES

100%

Szyndlar M., Wąsikiewicz-Firlej E.

Scripta Neophilologica Posnaniensia

|

2019

|

vol. 19

191-221

PL

Corporate Social Responsibility (CSR) has become an indispensable element of corporate communication. Engagement in social initiatives enables companies to stabilise their positive image, present their values and communicate with stakeholders. Although in recent years the LGBT community has more and more frequently been the addressee of such corporate actions, this theme has rarely been explored by scholars. The present paper aims to investigate how corporate initiatives related to CSR are communicated to the LGBT community as one of the corporate stakeholders. Due to the scarcity of subsequent research, the current qualitative study is of an explorative character and has taken the form of a case study. Three brands renown for addressing the LGBT community, i.e. Ben and Jerry’s, Levi’s and Absolut Vodka, have been selected for the study, which analyses the relevant communication practices. The study primarily aims to specify the image of the LBGT community emerging from the campaigns analysed and to identify the communication channels and tools applied. Additionally, it also attempts to scrutinise the outcomes of these activities and their impact on corporate reputation as well as the perception of the LGBT community in a wider social context.

2

Słowo „szerować” i jego stabilność ekspresywna

92%

Kochanek P.

Studia Linguistica

|

2019

|

issue 38

55 - 65

EN

The purpose of this article is to evaluate the expressive and emotional characteristics of the word szerować, in the meaning “share something on social media”. In the first part of the paper, I analyze the situational context related to Internet and corporate communication. Next, I look at the etymology of the word, dictionary and contextual meanings of the lexeme (based on analysis of the content of electronic dictionaries). I also present the results of a survey which was conducted for the purposes of this article. Finally, I will verify its word-formation structure, determine the values in the word and assign basic emotions to it.

3

Plotka w korporacyjnej komunikacji kryzysowej

92%

Bielenia-Grajewska M.

Prakseologia

|

2011

|

issue 151

209-222

EN

The aim of this paper is to show the role of gossip in corporate crisis communication. The author wants to present how gossiping can be understood and to highlight its ethical dimensions related to profession and culture. The aim of this section is not only to show its unethical aspects but also some potential advantages in organizational settings. In the last part of this work the author discusses the role of gossip in corporate crisis communication.

4

The Impact of Corporate Reputation and Information Sharing on Value Creation for Organizational Customers

92%

Žabkar V., Arslanagić-Kalajdžić M.

South East European Journal of Economics and Business

|

2014

|

vol. 8

|

issue 2

42-52

EN

The importance of corporate communication to build, protect and maintain corporate reputation has been advocated in numerous publications in recent years. The main goal of this paper is to provide an understanding of the impact of corporate reputation and information sharing on value creation. Both reputation and information sharing represent signals that customers observe in the process of value creation, which is seen as the end focus for corporate marketing. The paper draws on signaling theory and corporate marketing literature from the European and American schools of thought. The empirical test of the hypothesized model focuses on the banking industry. Organizational customers from a South East European country shared their views about banks they currently cooperate with. The research instrument contained multi-item scales adapted from the existing literature. An analysis using structural equation modeling confirmed that corporate reputation positively and significantly influences customer perceived value. The effect of information sharing on customer perceived value is not direct but mediated by corporate reputation. This finding contributes to the existing discussion on the role of corporate reputation and communication as antecedents in the process of value creation.

5

Corporate Communication in Social Media with the Use of Linkedin

92%

Lipińska M.

Social Communication. Online Journal

|

2018

|

issue Special Issue

23-29

EN

The article presents the use of social media in the corporate communication processes between the company and the internal and external environment and the role that the relatively new social network LinkedIn plays in this act of communication. Secondary data analysis, with the subject literature and available research as the source of information, allowed to draw conclusions about the growing importance of social media in corporate communication and the significant role that LinkedIn fulfills in the act of communication with the stakeholders. It seems that along with the growth of communication needs, companies are constantly looking for new, integrated channels of communication with stakeholders, and recently their activities have moved to social media, where Facebook is the leader. Other social media, mainly LinkedIn, are overlooked, which may result in less effective corporate communication in social media by the companies

6

Contextualizing and redefining authenticity in organizational communication

92%

Zowislo-Grünewald N., Schulz J.

Central European Journal of Communication

|

2011

|

vol. 4

|

issue 1(6)

77-90

EN

Public relations and its techniques and methods stand as an intermediary between an organization on the one hand, and the corresponding public or publics on the other. A contradiction is implicitly construed, namely that PR serving an organization’s needs can by no means be serving the needs of the public(s) or vice versa. Presumably, PR which serves an organization’s interests is often times not true and seeks to project the best possible image. The public interest in PR, however, takes aim at the truth, the organization’s self, the authentic core. Nowadays, when speaking of authenticity, one traditionally differentiates between true being and mere image/deceitful appearance. Organizational communication’s challenge is that suspicious (self-serving) interests of the subsystems such as politics and business and, thus, inevitable deficits in truthfulness and sincerity are imputed. However, this paper (theoretically and practically) establishes why authentic communication is impossible and unnecessary at the same time and might even be a risk factor. Correspondingly, it also explores new perspectives for a different understanding of how to achieve corporate authenticity without disregarding legitimate rhetorical options and without being caught in a strict dichotomy of truth and falsehood.

7

Corporate Communication as One of the Basic Attributes of Corporate Identity – Case Study of Chocolate Milka

81%

Nagyová Ľ., Košičiarová I., Sedliaková M.

Communication Today

|

2017

|

vol. 8

|

issue 1

86–103

EN

One of the basic aims of all companies doing business in the present market environment is to distinguish themselves from their competition. The basic way how to do it is to create a unique corporate identity, i.e. a functioning mixture of corporate culture, design, product and corporate communication. The research article deals with the issue of corporate communication as one of the basic attributes of corporate identity. The text’s objective is to bring new information about corporate comunication of Milka chocolate, as well as to determine Slovak respondents’ opinions on the level of external communication of Milka and the possible ways ofimproving it. The research methodology included a questionnaire survey conducted in the electronic form, which was shared through social media (the research sample involved 1,518 respondents from all regions of the Slovak Republic) and testing of a smaller number of respondents via the emWave PC system (the tested group consisted of 20 participants who were randomly selected from the previous research sample). As we were interested in conducting a deeper analysis of the obtained results, four assumptions and eight hypotheses were formulated and then tested using Pearson’s chi-square test, Cramer’s contingency coefficient and Phi coefficient. As the results of the research show, the Slovak respondents perceive Milka’s corporate communication quite positively – almost 76% of the surveyed respondents claim that they consider it to be interesting and unobtrusive; more than 49% and almost 40% of the respondents say that they think Milka’s promotion is adequate and good enough, respectively; more than 60% of them see Milka’s advertisements as attractive and almost 55% of the participants think that Milka-related advertising is able to motivate the potential buyers to purchase these products.

8

Digital Reputation Management in American Cancer Hospitals : A Proposed Model

81%

Medina Aguerrebere P., Medina E., Gonzalez Pacanowski T.

Central European Journal of Communication

|

2022

|

vol. 15

|

issue 2(31)

265-285

EN

Cancer patients face complicated situations from an emotional, social and physical perspective. Hospitals help them through implementing corporate communication initiatives based on social media platforms. This win-win relationship allows hospitals to reinforce their brand reputation. This paper aims to better understand how cancer hospitals manage social media platforms for enhancing their brand as well as their relationships with stakeholders. To do that, we carried out a literature review about corporate communication in health organizations, as well as a content analysis about how the top 100 American cancer hospitals managed their corporate website as well as their corporate profile on Facebook, Twitter and YouTube for branding initiatives. Finally, we proposed the Reb Model for Branding Cancer Hospitals. We concluded that thanks to social media, cancer hospitals can reinforce their brand because these platforms allow them to promote human values, improve their internal processes and become a true source of scientific information.

9

"You Don't Have Time to Think Up There. If You Think You're Dead" – A Corpus-assisted Study of Discursive Strategies to Engage Readers in Corporate Blogs

81%

Goźdź-Roszkowski S., Fronczak K.

|

2020

|

vol. 18

|

issue 1

69-87

EN

This study investigates recurrent language resources employed in corporate blogs to connect with readers and (to a lesser extent) express authorial positions. It is based on the premise that constructing identity and enhancing image underpins most, if not all, corporate discourse and blogs are no exception. Based on a corpus of 500 different posts (totalling 318,296 words) from the Business Process Outsourcing and Information Technology sectors, we use standard Corpus Linguistics (Partington et al. 2013) techniques (keywords, cluster analysis, concordancing) to identify linguistic features associated with the expression of engagement: reader pronouns and their co-occurrence with selected modal verbs, questions, adverbs marking shared knowledge and directives. These are then interpreted in in terms of a model of textual interactions proposed in Hyland (2005). We argue that the communication found in this relatively new and underresearched genre is essentially effected one-way establishing a pseudo-dialogue, with virtually no or very low level of interactivity between blog writers and blog readers.

10

L’impact de la politique de gestion de l’entreprise dans le discours organisationnel

80%

Manceau A.

Studia Romanica Posnaniensia

|

2019

|

vol. 46

|

issue 1

181-192

EN

Global internationalization of companies is a new challenge in the area of management and brings about changes in communication. Organizational discourse in corporations remains a still unexplored research domain. The multilingual population working within the same corporation organization is creating its own language that becomes a kind of jargon giving rise to misunderstandings outside of the workplace. We want to emphasize mutation of the corporate language in the synchronic approach. We analyse emails, oral conversations, as well as instantaneous written conversations, etc. Special attention is paid to anglicisms, tutoiement and imperative structures.

FR

Global internationalization of companies is a new challenge in the area of management and brings about changes in communication. Organizational discourse in corporations remains a still unexplored research domain. The multilingual population working within the same corporation organization is creating its own language that becomes a kind of jargon giving rise to misunderstandings outside of the workplace. We want to emphasize mutation of the corporate language in the synchronic approach. We analyse emails, oral conversations, as well as instantaneous written conversations, etc. Special attention is paid to anglicisms, tutoiement and imperative structures.

11

Prakseologiczny paradoks piarowca w polskiej filii zagranicznego koncernu

70%

Mukoid E.

Prakseologia

|

2008

|

issue 148

143-159

EN

The paper is focused on some structural paradoxes touching the functioning of the PR activity in companies called „PSFC” (this abbreviation means: the Polish Subsidiary of Foreign Corporation). Because of its dualistic contexts and difficulties with its own identity deeply divided into two different aspects, the PFZK’s communication and its public image tend to suffer from the incoherence and inconsistence. The solution proposed for this issue may consist on the special structure observed in some happy achievements. It is built with two simultaneous approaches: ethical and praxeological using both the idea of “good” as “morally convenient” and “profitable”.

12

The scope and limit for the development of corporate social responsibility in the Baltic States as a strategy of corporate communication

70%

Tampere K.

Central European Journal of Communication

|

2013

|

vol. 6

|

issue 2 (11)

293-305

EN

Corporate social responsibility (CSR) is a comparatively new term in the Baltic States’ business vocabulary. Th e value of the present study is the customer approach. Th e study examines stakeholders’ attitudes in Baltic States towards CSR activities of companies. Th e systematic examina- tion of the current state of CSR development from the perspective of corporate communication and consumers will benefi t the overall understanding of what the role and value of CSR is in the Baltic States. Th e study aims at defi ning the current point of CSR development with its characteristics, qual- ities, perspectives and tendencies. Th is would further enhance the understanding of future perspec- tives — scopes and limitations — for CSR development in the Baltic States. Th e empirical study uses a survey questionnaire as a research tool. Th e survey took place in the period of February–March 2010. Th e sample of the study is opinion elite (persons in society who comment on diff erent societal aspects in the media: opinion journalists, politicians, business leaders, 3rd sector leaders, expert associations, etc.) in the Baltic States. A study will give an insight into the present and future tendencies of the development of CSR. It will also give a perspective for corporate communication practitioners about CSR and how it works in a post-communist society, as a strategy for organizational communication and reputation building.

13

Rola komunikacji wewnętrznej w zarzadzaniu przedsiębiorstwem

58%

Bielicka B.

Roczniki Naukowe Wyższej Szkoły Bankowej w Toruniu

|

2014

|

issue 13

11-26

EN

Importance of communication in company management constantly increas-es. Internal communication in organization has a special meaning. The effective-ness of internal communication depends on factors such as: • the interpersonal communication between participants, especially on the line: superior - subordinate • psychological factors of participants • situational factors: organizational structure, organizational culture. The author of the lecture analyses the issue of internal communication in terms of participants' attitudes and behaviors of communication: manager - a subordinate employee. Presents the roles that should perform as a manag-er/leader and effects on the communication situation, when the role is not car-ried out, attitudes and involvement of employees and the effects for the organiza-tion raising from the adoption of an attitude. For internal communication man-agers and supervisors are responsible. Depending on the type of organizational structure and strategic portfolio there are the possibility to choose an appropriate communication strategy. The communication strategy should be integrated with corporate strategy, which is responsible for coordination and decision making in all areas of activity of the enterprise communication /marketing and public rela-tions/whereas the objective of the reputation of the company. The foundation for effective corporate communication strategy in the area of internal communi-cation with the role compatible with the structure and the identity of the organiza-tion. There are four levels to perform this role: 1. to create consistency in the organization; 2. to establish coordination; 3. to agree responsibility; 4. to chapter roles and responsibilities. Search for a strategy to add more value to the company through consisten-cy, coordination and increase of responsibility seems to be the most appropriate way of action in the area of internal communication.

14

Strategien und Lösungen bei der Übersetzung von identitätsstiftenden Unternehmenstexten am Beispiel einer Kundenzeitschrif

58%

Błaszkowska H.

Academic Journal of Modern Philology

|

2022

|

vol. Special Issue

|

issue 16

31-45

EN

The article addresses the phenomenon of corporate language and the transfer of its semantic-lexical strategies, such as company-specific technical terms, from German into Polish based on customer communication texts of an automotive company. The concept of corporate language has evolved from normative-practical concepts, such as corporate wording, to linguistically-based models, such as corporate style. A corporate language is a single language phenomenon, however, in international corporate communication corporate text translation plays an important role, and attention must also be paid to the company-specific language style that sets the company apart from competitors in the same industry. A corporate language comes into play especially in external communications. This article investigates examples of external communications, specifically customer magazine texts. It also addresses the links between linguistic style and corporate identity, which must be given linguistic expression in the target texts.

15

Corporate Reputation and Brand Architecture: the Debate

47%

Hasanbegović D.

South East European Journal of Economics and Business

|

2011

|

vol. 6

|

issue 2

37-43

EN

This paper argues that for organizations with a branded identity structure investing in corporate reputation is not a waste of scarce resources, but a wise strategic investment that earns significant present and future economic and non-economic returns for a company. In the global market of the 21st century, corporate reputation provides a number of intangible benefits: it permits stakeholders to asses a firm's ability to deliver valued products; it indicates past interactions with a firm's stakeholders; it improves a firm's ability to recruit and preserve its primary stakeholders; along with delivering tangible (financial) benefits by enhancing a firm's ability to do better than its competitors, thus expanding its profits and revenues. These tangible and intangible benefits of favorable corporate reputation are present regardless of the brand architecture type, such that strategic investment in corporate reputation must be executed equally for all three categories of brand architecture.

16

Creative Corporate Communication in Social Media – How to Effectively Build Relations and Receive High Quality Resumes From Younger Generations

47%

Drapała B.

Studia i Materiały

|

2018

|

issue 2(29), cz. 2

131-146

PL

W dzisiejszych czasach firmy mają coraz większy problem z dotarciem do młodych ludzi i zatrudnieniem ich. Celem artykułu jest zaprezentowanie odmiennych wartości, które są ważne dla pokoleń aktywnych na rynku pracy oraz przedstawienie atrybutów contentów wpływających na zaangażowanie wobec postów rekrutacyjnych i liczbę pozyskanych życiorysów. W artykule wykorzystano badania jakościowe w formie studium przypadku, aby przeanalizować kampanie rekrutacyjne w mediach społecznościowych wybranej agencji reklamowej. Rozważania składają się z trzech części. Pierwsza część dotyczy analizy formy, rodzaju treści i przekazu działań stosowanych przez wybraną markę w ogłoszeniach rekrutacyjnych zamieszczanych w mediach społecznościowych. Na tej podstawie wyszczególniono atrybuty treści (format, sposób aplikowania, czytelność, długość ogłoszenia, zastosowanie hashtagów i emotikonów, spójność komunikatu oraz analizę wymagań, benefitów i wartości dodanych). W drugiej części przeanalizowano zaś wyniki działań płatnych tychże ogłoszeń rekrutacyjnych. Natomiast w trzeciej części wykorzystano podejście dedukcyjne w formie badania empirycznego obejmujące wstępną logiczną analizę wyników (Zaborek,2007). Autorka poprzez generalizację analityczną chce zaprezentować wstępne wnioski dotyczące skuteczności kampanii rekrutacyjnych skierowanych do młodych pokoleń oraz wykazać zależności pomiędzy poszczególnymi atrybutami treści a zaangażowaniem użytkowników wobec postów i otrzymanymi przez firmę życiorysami potencjalnych kandydatów. Analiza wskazuje, że młode pokolenia (Y i Z) wyznają inne wartości niż starsze pokolenia (wyżu demograficznego i X). Prawdopodobnie wynika to z faktu, że pokolenia te wchodziły na rynek pracy w innym okresie gospodarczym, wychowywały się w innym duchu i funkcjonują w odmienny sposób w otaczającym je świecie.

EN

Nowadays, companies increasingly often face the dilemma of how to reach and recruit younger people. The goal of this paper is to present different values, important for every generation still active on the labour market, and to present the content attributes influencing the response to recruitment posts and the number of obtained resumes. The paper uses quality analyses in the form of a case study in order to analyse social media recruitment campaigns of the chosen marketing agency. The discussion is divided into three parts. The first part covers the analysis of the form, type of content and message, used by a given brand in recruitment announcements posted in social media. As a result, the content attributes were identified (format, application form, readability, offer length, use of hashtags and emojis, cohesion of the message and analysis of requirements, benefits and added values). The second part covers the analysis of results of these paid recruitment announcements. The third part uses a deductive approach in a form of empirical analysis covering the preliminary logical analysis of results (Zaborek, 2007). By means of analytic generalisation, the author wants to present preliminary conclusions regarding the effectiveness of recruitment campaigns targeted at young generations and demonstrate interrelations between individual content attributes and engagement of users in the posts and resumes received by the company from potential candidates. The analysis indicates that younger generations (Generations Y and Z) do not share the same values as the older generations (the so-called Baby Boomers and Generation X). This is probably due to the fact that the younger generations entered the labour market at different economic times, were brought up in a different spirit and differently function in the world.

Refine search results

THE LGBT COMMUNITY AS A STAKEHOLDER IN COMMUNICATING CORPORATE SOCIAL RESPONSIBILITY: AN ANALYSIS OF SELECTED CASE STUDIES

Słowo „szerować” i jego stabilność ekspresywna

Plotka w korporacyjnej komunikacji kryzysowej

The Impact of Corporate Reputation and Information Sharing on Value Creation for Organizational Customers

Corporate Communication in Social Media with the Use of Linkedin

Contextualizing and redefining authenticity in organizational communication

Corporate Communication as One of the Basic Attributes of Corporate Identity – Case Study of Chocolate Milka

Digital Reputation Management in American Cancer Hospitals : A Proposed Model

"You Don't Have Time to Think Up There. If You Think You're Dead" – A Corpus-assisted Study of Discursive Strategies to Engage Readers in Corporate Blogs

L’impact de la politique de gestion de l’entreprise dans le discours organisationnel

Prakseologiczny paradoks piarowca w polskiej filii zagranicznego koncernu

The scope and limit for the development of corporate social responsibility in the Baltic States as a strategy of corporate communication

Rola komunikacji wewnętrznej w zarzadzaniu przedsiębiorstwem

Strategien und Lösungen bei der Übersetzung von identitätsstiftenden Unternehmenstexten am Beispiel einer Kundenzeitschrif

Corporate Reputation and Brand Architecture: the Debate

Creative Corporate Communication in Social Media – How to Effectively Build Relations and Receive High Quality Resumes From Younger Generations