• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文OA文献 >Environmental marketing communication on corporate website: Stakeholder audiences' expectations and needs
【2h】

Environmental marketing communication on corporate website: Stakeholder audiences' expectations and needs

机译：公司网站上的环境营销交流：利益相关者观众的期望和需求

页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

ENVIRONMENTAL MARKETING COMMUNICATION ON CORPORATE WEBSITE:STAKEHOLDER AUDIENCES’ EXPECTATIONS AND NEEDSOBJECTIVES OF THE STUDYThe main purpose of this thesis is to explore the needs and expectations of the target audiences of company‘s environmental communication on corporate websites. The research was practical, geared towards solving a managerial problem of what is relevant environmental communication on corporate website from stakeholder audiences‘ point of view. This study was motivated by the general lack of understanding the needs and expectations of the various stakeholders regarding environmental communication. Consequently, the main research question that the study set out to answer was: What are the information needs and expectations of various stakeholder audiences regarding environmental communication via company websites?METHODOLOGYThis thesis draws upon a qualitative study of a Finnish oil refining company, Neste Oil. Empirical data were collected through 12 semi-structured qualitative interviews totaling approximately 8 hours and an email enquiry with selected target groups. Stakeholder groups investigated in this study were regulatory stakeholders including policy makers, community stakeholders including environmental organizations, media including journalists and organizational stakeholders including customers, investors and partner company representatives. The empirical research set out to answer three questions regarding the channels of environmental communication, the role of corporate website among other channels and finally the information needs and expectations of target groups regarding the content, structure, format and source of environmental marketing communication on corporate websites.RESULTSThe findings of this study suggest that companies‘ actual environmental behavior determines the possibilities of environmental communication. Environmental communication on corporate websites should address the risks and opportunities that are specific to the company in question. Moreover, communication has to be oriented towards the future and express concrete objectives and milestones regarding how the company is planning to improve its environmental performance. In addition, websites should present evidence provided by impartial third parties. It is crucial that the website has clear visuals and is organized with well-known and understandable logic to make it easy for various target audiences to navigate. Lastly, the findings of this thesis indicate that in addition to effective communication on corporate websites, offline channels are also of crucial importance.
机译：企业网站上的环境营销通信：利益相关者的期望和研究目的本论文的主要目的是探讨公司网站上企业环境传播目标受众的需求和期望。该研究是实用的，旨在从利益相关者的角度解决企业网站上与环境相关的交流方面的管理问题。这项研究的动机是普遍缺乏对各种利益相关者对环境交流的需求和期望的了解。因此，该研究要回答的主要研究问题是：各利益相关者受众对通过公司网站进行环境交流的信息需求和期望是什么？方法论本论文基于对芬兰炼油公司Neste Oil的定性研究。通过总计约8个小时的12次半结构化定性访谈以及与选定目标群体的电子邮件查询，收集了经验数据。在本研究中调查的利益相关者群体包括：监管利益相关者，包括决策者；社区利益相关者，包括环境组织；媒体包括新闻工作者；组织利益相关者，包括客户，投资者和合作伙伴公司代表。实证研究旨在回答有关环境传播渠道，企业网站的作用等三个问题，最后回答目标群体对企业网站环境营销传播的内容，结构，形式和来源的信息需求和期望。结果这项研究的结果表明，公司的实际环境行为决定了环境交流的可能性。公司网站上的环境交流应解决特定于相关公司的风险和机遇。此外，交流必须面向未来，并表达有关公司计划如何改善其环境绩效的具体目标和里程碑。此外，网站应提供公正的第三方提供的证据。网站具有清晰的视觉效果并以众所周知且易于理解的逻辑进行组织，以使各种目标受众轻松浏览，这一点至关重要。最后，本文的研究结果表明，除了在企业网站上进行有效的交流外，离线渠道也至关重要。

著录项

  • 作者

    Hämäläinen Elina;

  • 作者单位
  • 年度 2010
  • 总页数
  • 原文格式 PDF
  • 正文语种 en
  • 中图分类

相似文献

  • 外文文献
  • 中文文献
  • 专利

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号