Uloga odnosa s javnošću u komuniciranju društveno odgovornog poslovanja u hrvatskom bankarskom sektoru tijekom pandemije COVID-19

professional thesis

• Title (english): The role of public relations in communicating corporate social responsibility for image-building in the croatian banking industry during the coronavirus pandemic
• Author: Jelena Šantić
• Mentor: Ivan Tanta (mentor)
• Committee member: Ivan Tanta (predsjednik povjerenstva)
• Committee member: Goroslav Keller (član povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-12-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Rad daje uvid u koncept društveno odgovornog poslovanja i njegovog utjecaja kao dijela strategije odnosa s javnošću na izgradnju imidža s osvrtom na bankarski sektor. U teorijskom okviru rada se određuje pojam odnosa s javnošću, imidža i društveno odgovornog poslovanja, specifičnosti djelatnosti bankarskog sektora, njihova obuhvata društvene odgovornosti i pregleda uključenosti banaka u društveno odgovorno poslovanje. Kao primjer tvrtki na kojima se obrađivala tema rada u obzir je uzeto pet najvećih banaka u Hrvatskoj prema podacima za kreditne institucije Hrvatske narodne banke na dan 31. ožujka 2020. U empirijskom dijelu rada se provela kvantitativna analiza sadržaja, a izvor su bile objave na odabranim internetskim informativnim portalima (vecernji.hr, jutarnji.hr, 24sata.hr, indeks.hr, dnevnik.hr i tportal.hr) te službene internetske stranice i društvene mreže banaka o njihovim praksama društveno odgovornih aktivnosti koje su provele u strategiji izgradnje imidža tijekom deset mjeseci 2020. godine (od početka ožujka do kraja prosinca). Analizom sadržaja željelo se ispitati koje društveno odgovorne aktivnosti su banke provele tijekom trajanja pandemije koronavirusa, kako bi se dobio jasniji uvid u način na koji banke grade prepoznatljivost i pozitivan imidž odnosima s javnošću te je tržišni položaj banaka u korelaciji s brojem objava o društveno odgovornim aktivnostima. Analiza sadržaja je pokazala kako postoji izrazita međuovisnost u tržišnom udjelu pojedinih banaka, što posljedično znači i financijskim postignućima banaka, njihovoj društvenoj angažiranosti i javnoj objavi informacija o tome. Iako postoje određena odstupanja, ipak profitabilnije banke objavljuju više informacija o svojoj društvenoj angažiranosti, a razlog za to mogao bi biti stjecanje komparativne prednosti kod klijenata i skretanje pozornosti društva s negativnih objava kojima su banke često izložene.

Abstract (english)

This paper aimed to provide insight into the concept of socially responsible business and its impact as part of the public relations strategy on image building with reference to the banking sector. The theoretical framework of the paper defined the concept of public relations, image, and socially responsible business, the specifics of banking sector activities, their scope of social responsibilities, and an overview of banks' involvement in corporate social responsibility. As an example of the companies on which the topic was addressed, the five largest banks in Croatia were taken into account according to the data for credit institutions of the Croatian National Bank as of March 31, 2020. In the empirical part of the paper, a quantitative analysis of the content was carried out with publications on selected online portals (vecernji.hr, jutarnji.hr, 24sata.hr, index.hr, dnevnik.hr and tportal.hr) and official websites and social networks of banks as sources about their practices of socially responsible activities carried out in the image building strategy during the ten months of 2020 (from the beginning of March to the end of December). The content analysis aimed to examine which socially responsible activities banks carried out during the coronavirus pandemic to gain a clearer insight into how banks build recognition and if the market position of banks is correlated with the number of announcements about socially responsible activities. The content analysis showed that there is a distinct interdependence in the market share of individual banks, which consequently also means the financial income of the banks, their social engagement and the public release of information about it. Although there are certain deviations, more profitable banks publish more information about their social engagement, and the reason for this could be gaining a comparative advantage with clients and diverting society's attention from the negative publications to which banks are often exposed.

• Keywords: društveno odgovorno poslovanje; banke; kvantitativna analiza sadržaja; koronakriza; Hrvatska
• Keywords (english): corporate social responsibility; banks; quantitative content analysis; corona crisis; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:114:390872
• Study programme: Title: Public Relations; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću (sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2023-01-30 08:06:53