ATTENTION/WARNING - NE PAS DÉPOSER ICI/DO NOT SUBMIT HERE

Ceci est la version de TEST de DIAL.mem. Veuillez ne pas soumettre votre mémoire sur ce site mais bien à l'URL suivante: 'https://thesis.dial.uclouvain.be'.
This is the TEST version of DIAL.mem. Please use the following URL to submit your master thesis: 'https://thesis.dial.uclouvain.be'.
 

The Impact of Brand’s Corporate Social Responsibility Communication to the Behaviour of Generation Z

Kukoraityte, Viktorija
(2019)

Files

Kukoraityte_12561701_2019.pdf
  • UCLouvain restricted access
  • Adobe PDF
  • 1.81 MB

Details

Supervisors
Justinas Kisieliauskas ; Semal, Pierre
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion
Abstract
The aim of this Diploma paper is to analyze the theory of brand‘s social responsibility communication to consumer and find how it, communicated through social networks, influences the behaviour of generation Z. In the first part of this paper, theoretical analysis of scientific literature was made concerning corporate social responsibility, its communication in social networks, its affect on behaviour of different generations, paying biggest attention to generation Z. In addition to this, there was made theorethical analysis of already existing researches. In the second part of the Diploma paper, methodology, analysis and results of researches is presented. By using three different methods of research, the brand’s CSR communication impact of the behaviour of generation Z is revealed. In the last part of this paper, recommendations for business to adapt CSR strategy are presented concerning the impact of brand’s CSR communication through social networks to the behaviour of generation Z.