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The Impact Of Social Networks On The Awareness Increase Of A Corporate Social Responsibility Campaign: A Case Study On Alex&Comp Galati

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  • Nicoleta CRISTACHE
  • Edit LUKACS
  • Alexandru CAPATINA

Abstract

This paper outlines the role and benefits of social networks use on the increase of a Corporate Social Responsibility (CSR) campaign awareness, revealing the correlations between the maximization of the positive attitudes expressed by the fans of a brand and the CSR campaign indicators. The study emphasizes that a CSR campaign which lead to a social problem solving determine a higher tendency of the consumers to follow the official page of the company - which managed the CSR campaign - on a social network.Then, the attention is focused on the decision-making influence factors regarding the follow-up of a CSR campaign in the online environment, reflecting the most relevant indicators provided by social networking process assessment.

Suggested Citation

  • Nicoleta CRISTACHE & Edit LUKACS & Alexandru CAPATINA, 2013. "The Impact Of Social Networks On The Awareness Increase Of A Corporate Social Responsibility Campaign: A Case Study On Alex&Comp Galati," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 7(1), pages 165-173, November.
    • Handle: RePEc:rom:mancon:v:7:y:2013:i:1:p:165-173
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