Original scientific paper

https://doi.org/10.47960/271-0457.2019.1.1.151

COMMUNICATION OF SOCIALLY RESPONSIBLE BUSINESS IN CONTEMPORARY MEDIA: THE ATTITUDES AND PREFERENCES OF GENERATION Y MEMBERS

Valentina Vukmirović ; Faculty of Organisational Sciences, University of Belgrade, Belgrade, Serbia

Abstract

By realizing CSR activities, organizations can achieve multiple positive effects, such as establishing
and improving relationships with key stakeholders, generating profits and attracting investment, gaining and supporting consumers who become promoters of the organization and its products, and
building and improving corporate image. Modern consumers highly value organizations’ efforts to
support and contribute to the development of local communities in which they operate. Since modern
media emergence has transformed the way in which information is exchanged with key stakeholders, first of all consumers, CSR activities communication should be adapted to new channels of communication and preferences of target audiences. In the near future, members of generation Y will make up most of the working people and the largest consumer group, while researches indicate that this
demographic group creates preferences towards organizations based on the perception of their social engagement. Therefore, in this paper, the role of modern media in efficient communication of corporate social responsibility and its potential for establishing and improving customer relations in domestic business practice are researched.

Keywords

corporate social responsibility; contemporary media; improving customer relations; generation Y

Hrčak ID:

233067

URI

https://hrcak.srce.hr/233067

Publication date:

28.6.2019.

Article data in other languages: croatian

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