Benda, Anna Helene

AbstractThis master thesis investigates the multinational firm Unilevers digital media communication by analyzing Unilevers Facebook-profile and their website. The aim is firstly to see examine what is being communicated by Unilever and what their vision for their organization consists of. Thereafter how the communication and image is received by Unilevers stakeholders, the consumers and Facebook followers. The analysis indicates that there is a gap between Unilevers vision and their image. Even though Unilever posts positive CSR-messages, the Facebook-followers and consumers don’t perceive them as a trustworthy organization and don’t believe the CSR-communication. The communications issues Unilever experiences are analyzed as a self-promoters paradox. The following analysis focus on how Unilever can create an improved relationship with their stakeholders and break with the paradox. Different takes and solutions are discussed, as for instance the meaning of being legitimate and trustworthy when communicating about CSR on social media. The conclusion is that Unilever can improve their social media presence, by making their motives for communicating CSR on Facebook clear and transparent to their stakeholders

CSR-communication in a digital perspective

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Roskilde Universitet