CSR Communication and Awareness : A qualitative evaluation of shared meaning between students and Karlstad Business School

University essay from Karlstads universitet/Handelshögskolan (from 2013)

Abstract: This thesis is aimed at finding out how aware final users at Karlstad Business School are of its CSR communication message. The study discusses the concept of corporate social responsibility by providing a background knowledge of the concept. CSR communication is defined and presented in this study as an ongoing process and presents prior knowledge on the concept. The chapter outlines UN Agenda 2030 Sustainable Development Goals as a message which firms can utilize in communicating CSR.  A qualitative methodology was adopted in this study using semi – structured interviews of 12 respondents who were final users at Karlstad Business School. The respondents were varied between different programs at the business school. The study uses constructivism as philosophy such that meaning is co – constructed by the researcher and the respondents. The data is analyzed using coding. The findings from this study show that awareness is low and as such the users do not share an adequate meaning with that of Karlstad Business School. The findings also show that users with prior knowledge on sustainability mainly through course related sources demonstrate an intermediary level of awareness. Discussions mainly through seminars come out as a key message channel for the business school to communicate its CSR agenda. The implications of this study are in two phases; to the business school and to the users. The business school adopts UN Agenda 2030 as a message for CSR communication which is novel to CSR communication. The users at the business school have a task of engaging in CSR communication to other departments at the university.

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