Forbrugerorienteret CSR-kommunikation på sociale netværkssider: Et casestudie om Pandora

Kathrine Granhøi Hansen & Marie Tuxen

Student thesis: Master thesis


Purpose – The thesis is based on an interest in Corporate Social Responsibility (CSR), consumeroriented CSR communication on social networking sites and the CSR-oriented jewellery company PANDORA. Thus, the problem statement is investigating how PANDORA can communicate their CSR initiatives on Facebook and Instagram to the forthcoming high-spending consumer group, called Generation Z (Gen Z). Methodology – With PANDORA as epicentre, this thesis employs a single-case study approach in which the problem statement is examined on the basis of qualitative interviews by means of four expert interviews and three focus group interviews. The problem statement is also investigated from the viewpoint of an epistemological social constructivist, meaning the findings among others originate in a specific context that results in profound knowledge about PANDORA. However, this delimits also the findings’ generalisability and usability of other companies and industries. Theory – The theoretical scope of the thesis embraces first theories on CSR and CSR communication where key scholars are Visser, Schmeltz, Morsing and Schultz as well as Tata and Prasad. Next, theories from the field of social media and social networking sites are applied by using e.g. Capriotti, Kaplan and Haenlein, Korschun and Du as well as Martins and Patrício. Finally, theorists such as Jones, Rettie, Burchell and Riley, Solomon, Bamossy, Askegaard and Hogg, who focus on ethics, consumer and consumption behaviour, are employed in the thesis. Findings – One of the main findings in the analysis is that PANDORA does not communicate about CSR to increase sales but with the intention of making CSR an added value to the perception of brand and make consumers feel good about wearing PANDORA jewellery. In spite of some negative attitudes among Gen Z towards CSR, CSR purchasing and CSR communication, the analysis also shows that a prevailing part of Gen Z are interested in and consider CSR as important. This is exemplified in the fact that a predominant part of Gen Z consumes ecological products and several request for more CSR information within other product categories than foodstuff. This means some will consider information about companies CSR behaviour after e.g. price and quality are considered, and others expect to be consuming more CSR products in the future. Another main finding is, when PANDORA is to communicate about CSR on Facebook and Instagram to Gen Z, that they need to consider certain communicative elements as well as choice of CSR messages because Gen Z is a social media savvy user who can be challenging to motivate to engagement. Conclusion – PANDORA can target its CSR communication at Gen Z by facilitating a virtual CSR dialog. To capture Gen Z’s interest and motivate them to involve themselves in PANDORAs CSR posts on Facebook and Instagram, PANDORA can among others draw on the following factors: visuals, emotional and logical appeals, relate to personal interests, focus on ‘people’ and ‘product’ and show purpose for engagement.

EducationsMSc in Business Administration and Organizational Communication, (Graduate Programme) Final Thesis
Publication date2016
Number of pages133