This thesis investigates IKEA’s communication of messages of climate and the environment on Facebook by examining the company’s consideration of relevant stakeholders and by identifying certain tendencies from IKEA’s communication about climate and sustainability. The thesis holds its findings up against various perspectives on Corporate Social Responsibility Theory (CSR theories). To identify IKEA’s relevant stakeholders in regards to climate and environment Ronald K. Mitchell, Bradley R. Agle & Donna J. Woods’ stakeholder salience model is included in the thesis. It also incorporates Archie B. Carroll & Mark S. Schwartz’s Three-Domain Model of CSR responsibility as well as Shuili Du, C.B. Bhattacharya & Sankar Sens and Suzanne C. Beckmann’s perspectives on opportunities and challenges with CSR communication for companies. Furthermore, the thesis includes Lars Thøger Christensen, Mette Morsing & Ole Thyssen’s innovative contribution, which regards CSR as aspirational talk. The thesis analyses data from IKEA’s Facebook page by using the method mixed methods, which includes a fully integrated content analysis. The content analysis consists of a qualitative and quantitative discourse analysis. The results show that IKEA caters for three out of the six identified stakeholders: customers, NGOs and the news media. These results might be attributed to the focus on climate and environment as well as the delimitation to Facebook as a media. The following five tendencies have been identified as characteristic for IKEA’s communication about climate and the environment: topicality, relevance, responsibility, key issues and intrinsic communication. The thesis has thus demonstrated that IKEA communicates both explicitly and implicitly about climate and the environment and thus combines traditional and new perspectives on CSR.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Vejledere||Søren Stig Lommer|