Företagens CSR-kommunikation med milleniumgenerationen.: En fallstudie på H M samt Gina Tricot.
Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Purpose: The purpose of this research is to describe how clothing companies can communicate their CSR commitment effectively to the Millennium generation. This by increasing the understanding of co-creation as part of good communication and successful interaction between businesses and consumers, as well as see if co-creation exists in each communication channel.Method: A deductive study with qualitative approach that have been conducted through case studies and interviews.Conclusion: From the results it can be seen that there are some communication channels the millennium generation is more receptive to when it comes to information regarding companies’ CSR activities. The channels that companies should use to share information regarding CSR appears to be primarily the sustainability report, the company’s homepage and facebook site. Companies should also use labels on the clothes, commercials on television and instagram, to complement the dissemination of information.
Place, publisher, year, edition, pages
2016. , 93 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik, CSR, kommunikation, samvärdeskapande, kommunikationskanaler
IdentifiersURN: urn:nbn:se:ltu:diva-43770Local ID: 19a91d54-59d1-4d22-9438-9514a17a9b4fOAI: oai:DiVA.org:ltu-43770DiVA: diva2:1017011
Subject / course
Student thesis, at least 30 credits
Business and Economics, master's level
Ek Styvén, Maria
Validerat; 20160617 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved