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En hållbar balans - En studie kring hållbarhetskommunikation på det sociala nätverket Facebook

Runnérus, Kajsa LU and Appeltofft, Ellen (2013) SKOK01 20131
Department of Strategic Communication
Abstract
Purpose: This thesis seeks to increase knowledge of the possibilities and difficulties that appears when sustainability communication is performed on the social network site Facebook.

Methodology: By qualitative research we executed interviews with IKEA employees and performed text analyses on their current sustainability communication online.

Conclusion: Our findings suggests that being a company which contributes to a negative exploitation of our environment, and still wishes to be seen as a sustainable organization is controversial. We found a grave hesitation among our respondents when it came to communicating sustainability, especially within Facebook. The risk of losing control over what is being communicated and how this... (More)
Purpose: This thesis seeks to increase knowledge of the possibilities and difficulties that appears when sustainability communication is performed on the social network site Facebook.

Methodology: By qualitative research we executed interviews with IKEA employees and performed text analyses on their current sustainability communication online.

Conclusion: Our findings suggests that being a company which contributes to a negative exploitation of our environment, and still wishes to be seen as a sustainable organization is controversial. We found a grave hesitation among our respondents when it came to communicating sustainability, especially within Facebook. The risk of losing control over what is being communicated and how this comes to be perceived by the company’s stakeholders, are reasons we found to underlie these concerns. Social media is all about speed and spreadability, which can be seen as risks but also as opportunities. It is of importance to understand how a company is perceived by its stakeholders. With this in mind, to balance what can be communicated and what cannot, is what we found to be most crucial. We believe that this thesis contributes to an extended understanding of the complications and possibilities of communicating sustainability on Facebook. Finally, our hope is that this thesis will encourage a broader use of Facebook as a platform for sustainability communication. (Less)
Please use this url to cite or link to this publication:
author
Runnérus, Kajsa LU and Appeltofft, Ellen
supervisor
organization
course
SKOK01 20131
year
type
M2 - Bachelor Degree
subject
keywords
Sustainability, Communication, Facebook, Brand Equity, Corporate Social Responsibility, Brand Value, IKEA, Spreadable Media, Transparency.
language
Swedish
id
3809131
date added to LUP
2013-06-10 17:21:28
date last changed
2014-09-04 08:36:23
@misc{3809131,
  abstract     = {Purpose: This thesis seeks to increase knowledge of the possibilities and difficulties that appears when sustainability communication is performed on the social network site Facebook.

Methodology: By qualitative research we executed interviews with IKEA employees and performed text analyses on their current sustainability communication online. 

Conclusion: Our findings suggests that being a company which contributes to a negative exploitation of our environment, and still wishes to be seen as a sustainable organization is controversial. We found a grave hesitation among our respondents when it came to communicating sustainability, especially within Facebook. The risk of losing control over what is being communicated and how this comes to be perceived by the company’s stakeholders, are reasons we found to underlie these concerns. Social media is all about speed and spreadability, which can be seen as risks but also as opportunities. It is of importance to understand how a company is perceived by its stakeholders. With this in mind, to balance what can be communicated and what cannot, is what we found to be most crucial. We believe that this thesis contributes to an extended understanding of the complications and possibilities of communicating sustainability on Facebook. Finally, our hope is that this thesis will encourage a broader use of Facebook as a platform for sustainability communication.},
  author       = {Runnérus, Kajsa and Appeltofft, Ellen},
  keyword      = {Sustainability,Communication,Facebook,Brand Equity,Corporate Social Responsibility,Brand Value,IKEA,Spreadable Media,Transparency.},
  language     = {swe},
  note         = {Student Paper},
  title        = {En hållbar balans - En studie kring hållbarhetskommunikation på det sociala nätverket Facebook},
  year         = {2013},
}