Polytechnic and design, Vol. 3 No. 2, 2015.
Original scientific paper
https://doi.org/10.19279/TVZ.PD.2015-3-2-05
ANALYSIS OF PUBLIC RELATIONS AND CORPORATE SOCIAL RESPONSIBILITY IN THE PROMOTION OF NEW PRODUCTS ON THE INTERNET
Mile Čolić
; Filozofski fakultet Sveučilišta u Zagrebu, Odsjek za informacijske i komunikacijske znanosti, Zagreb, Hrvatska
Ivan Dunđer
; Filozofski fakultet Sveučilišta u Zagrebu, Odsjek za informacijske i komunikacijske znanosti, Zagreb, Hrvatska
Abstract
This paper investigates the role of public relations
in the process of promoting new products, points
out the negative sides of new products and
offers solutions that do not harm health and the
environment. The first part of this paper shows
the products in their best light with their positive
and developmental characteristics, the negative
sides of the products that cause ethical dilemmas
are shown afterwards, whereas alternative
solutions to introducing new products that do not
harm health or the environment are presented
subsequently. In the second part of this paper
a research is conducted on internet portals that
promote new Croatian and foreign products.
The type of internet portals is investigated with
regard to the content characteristics of advertising
and publicity, after which the level of corporate
social responsibility of companies that created
new products is determined. The basic hypothesis
in this paper is that internet portals that contain
information on new products in most cases do not
promote corporate social responsibility.
Keywords
internet portals; information, public relations; new products; corporate social responsibility
Hrčak ID:
194626
URI
Publication date:
19.5.2015.
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