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INSTITUTIONAL ASPECTS OF CORPORATE SOCIAL RESPONSIBILITY IN THE ADVERTISING INDUSTRY

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PDF: Author(s): Shakhovskaya L. S., Zastavnaya P. M.,
Number of journal: 1(50) Date: February 2020
Annotation:

Corporate social responsibility is becoming an increasingly relevant research topic every year. Compliance with the principles of corporate social responsibility is an indicator that the company conducts its business responsibly and honestly and takes an active part in solving socio-environmental problems of society. Companies compete for leadership in sustainable development and business responsibility. In Russia, this concept has only just begun to develop, while in Europe and the USA, such approaches to doing business have been used for quite some time. Nevertheless, the number of Russian companies publishing non-financial reporting is growing. In the modern world, no enterprise can successfully conduct business in a competitive environment without advertising. With the help of advertising, new, innovative products are introduced to the market. It’s hard to imagine modern human life without advertising. It is everywhere, wherever we are on the street, in a store, in transport, appears on television, on the radio, at concerts. One of the most important media for advertising is the media, which, in turn, are defined as the main manipulator of the public consciousness of people in the information space. The article analyzes the formation of the concept of CSR and reflect its main components; The advantages of the use of CSR are investigated and the features of the formation of CSR for Russia are highlighted; the practice of socially responsible behavior of the advertising business is analyzed; substantiated recommendations for the use of CSR programs for the advertising business in the Volgograd region. In the article, the author highlighted the need for support from advertising companies, the implementation of the innovation development strategy of the Volgograd region based on regional identification and social modeling.

Keywords:

CSR, corporate responsibility, social responsibility, advertising, mass media, mass media, social and economic development strategy, socially responsible business, state.

For citation:

Shakhovskaya L. S., Zastavnaya P. M. Institutional aspects of corporate social responsibility in the advertising industry. Business. Education. Law, 2020, no. 1, pp. 116–121. DOI: 10.25683/VOLBI.2020.50.178.