Corporate Social Responsibility as a marketing strategy

Szikszay Balázs András (2021) Corporate Social Responsibility as a marketing strategy. Külkereskedelmi Kar.

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Absztrakt (kivonat)

Corporate social responsibility as a marketing strategy   Marketing plays an important part in every company’s structure. It determines how successful a service or a product will be. In the age of digitization, a lot of old marketing strategies need to be revamped, as users of the internet grow wary and numb to the old ways of marketing. Outbound marketing today is an outdated form of marketing, we all know it too well, and try to block them out as much as we can. Inbound marketing is the method of the future, as it does not only advertise a product or service, but also engages the consumer in informative ways. The company can build trust with the consumer and get proper feedback on their purchase decision, whether the purchase happened at the company or at a different place. Feedback is vital, as companies can use it to enhance and/or change their marketing habits in fraction of the time it used to take. Authenticity in marketing is just as important as having a good marketing strategy. Authentic cause marketing is vital in the success of your campaign, it should be in relation to your brand.  If your brand is not authentic and you try to fight for a cause of your choice, consumers will be able to see through the façade and quickly catch on, that your marketing campaign is in fact just a cash grab attempt. Depending on your company’s social status and how the masses perceive it, the company or brand can get cancelled or pushed to bankruptcy. Cancel culture and wokeness in today’s day and age, are added difficulties for companies. A wrongly worded social media post, or an old statement, which might not even bear any relevance today, can get the company in the crosshair of righteous activists. Is it an advantage or disadvantage for the company? “All publicity is good publicity” as the saying goes, but can the company recover from a boycott or cancellation from the masses. It all depends how they react and what wording they use in the aftermath, as that will determine whether or not they will be able to recover from it.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Nemzetközi Kapcsolatok Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	brand authenticity, cancel culture, corporate social responsibility, inbound marketing, wokeness
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Szep. 23. 10:57
Utolsó módosítás:	2021. Szep. 23. 10:57
URI:	http://dolgozattar.uni-bge.hu/id/eprint/37683

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