Show simple item record

dc.contributor.advisorNäyhä, Annukka
dc.contributor.authorPoutanen, Jenni
dc.date.accessioned2018-12-11T07:20:53Z
dc.date.available2018-12-11T07:20:53Z
dc.date.issued2018
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/60551
dc.description.abstractThis research presents how individual social media users perceive social media as a part of sustainability communications and examines whether these individuals consider organizational legitimacy and brand image being enforced through social media communications. During the recent years, web-based communications, especially the exponentially increased use of social media, has altered the communicational field tremendously, and whereas print media once stood, internet has now taken over and created an illusion of a panopticon. This study is built on the assumption that social media as one of the most dominant communication tools can be utilized in enforcing corporate legitimacy and sustainability due to its presumably evident transparency and ability to act in a role of a whistleblower and can therefore be considered as an essential part of sustainability communications. The study is based on analyzing perceptions of individual social media users, gained through a questionnaire distributed via different social media channels. The analysis was based on examining firstly the general information of the respondents; gender, age, educational and professional background, and social media usage, after which these attributes were cross-analyzed with the claims revealing how the respondents considered the relationship between social media, sustainability and corporate legitimacy. This aimed to examine the dependencies between the background information of the respondents and their perceptions and reveal whether there are dominant factors present that would affect the overall analysis. Though the study supports the research assumption, the analysis revealed that there is a strong correlation between the background of an individual and the relationship of how social media is perceived in sustainability. This thesis provides essential knowledge for corporations focusing on sustainability communications, and moreover, contributes to further research by providing initial data, and establishing grounds for continuing more in- depth analysis regarding the Holistic Stakeholder Mapping Model and legitimation theory.en
dc.format.extent70
dc.language.isoen
dc.subject.othersustainability
dc.subject.othercorporate citizenship
dc.subject.othersustainability management
dc.titleEnforcing corporate citizenship through social media : the role of shares, clicks, and likes in sustainability communications
dc.identifier.urnURN:NBN:fi:jyu-201812115050
dc.type.ontasotMaster’s thesisen
dc.type.ontasotPro gradu -tutkielmafi
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.laitosBusiness and Economicsen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.oppiaineYritysten ympäristöjohtaminenfi
dc.contributor.oppiaineCorporate Environmental Managementen
dc.rights.copyrightJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rights.copyrightThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.contributor.oppiainekoodi20425
dc.subject.ysoyritykset
dc.subject.ysokestävä kehitys
dc.subject.ysoviestintä
dc.subject.ysolegitimiteetti
dc.subject.ysososiaalinen media
dc.subject.ysomedia
dc.subject.ysokansalaismedia
dc.subject.ysoyritysvastuu
dc.subject.ysosidosryhmät
dc.subject.ysoenterprises
dc.subject.ysosustainable development
dc.subject.ysocommunication
dc.subject.ysolegitimacy
dc.subject.ysosocial media
dc.subject.ysomedia
dc.subject.ysocommunity media
dc.subject.ysocorporate responsibility
dc.subject.ysostakeholder groups
dc.rights.accessrightsTekijä ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyväskylän yliopiston kirjaston arkistotyösemalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat..fi
dc.rights.accessrightsThe author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyväskylä University Library (https://kirjasto.jyu.fi/en/workspaces/facilities).en


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record