engleski

Communication of Corporate Social Responsibility on Official Websites in Retail Industry

Corporate Social Responsibility (CSR) as a research topic emerged in the middle of the 20th century. Numerous papers and studies address the topic from various points of view but there is a scarcity of research studies addressing markets of Central and Eastern Europe. The purpose of the paper is to analyze how retail companies communicate their CSR policies via Internet based on cases of top retail companies in Croatia as a country in Central and Eastern Europe. Firstly, paper will give a theoretical review of CSR definitions and CSR dimensions. Then, follows a literature overview of studies of CSR in retail industry. Third part includes insight into contemporary research of CSR communication via Internet. Finally, ten Croatian retail companies will be analyzed by case study method regarding their official web communication with consumers in the context of CSR. Based on the analyzed cases, conclusions will be derived and some suggestions for improvement in this area will be given. This paper could be beneficial to retail managers when implementing the communication strategy in the area of CSR. On the other hand, the paper could be a good starting point for future empirical research of CSR communication practices in retail, but also in other industries.

communication, Corporate Social Responsibility, Internet, retail

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