Izvorni znanstveni članak

https://doi.org/10.2252/cmr202502108

Sustainability Communication Strategies: A Case Study of OTP Bank, Croatia

Manuela Bukovec orcid.org/0000-0002-6802-4960 ; Alma Mater Europaea Univerza (Maribor, Slovenia)
Luka Martin Tomažić ; Alma Mater Europaea Univerza (Maribor, Slovenia)
Maruša Mavsar orcid.org/0009-0001-7677-6724 ; Alma Mater Europaea Univerza (Maribor, Slovenia)
Dinko Bilić ; Alma Mater Europaea Univerza (Maribor, Slovenia)

Sažetak

This research examines sustainability communication practices at OTP Bank d.d. Croatia, focusing
on strategy integration, media representation, and digital communication channels.
The study explores the strategic alignment of sustainability messaging, its media representation,
and the dominance of digital platforms in conveying sustainability efforts. Using
semi-structured interviews and media content analysis, findings highlight strong transparency
and ESG integration across organizational units, with communication tailored to
stakeholders. While OTP Bank communicates sustainability clearly in reports, media coverage
lacks focus on sustainability. Digital channels dominate sustainability messaging. This
study contributes by empirically analyzing a major Croatian bank’s practices and challenges
in sustainability communication. Findings suggest the need for greater visibility and differentiation
in banking sector communication to engage stakeholders and align with evolving
European sustainability standards.

Ključne riječi

communication channels; communication strategy; corporate social responsibility; banking institution; stakeholders

Hrčak ID:

342045

URI

https://hrcak.srce.hr/342045

Datum izdavanja:

22.12.2025.

Posjeta: 392 *