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Use of Social Media for Marketing Communication of Socially
Responsible Business Activities in Slovakia
Peter Krajčovič and Ľudmila Čábyová
University of Ss. Cyril and Methodius in Trnava, Faculty of Mass Media Communication,
Trnava, Slovak Republic
peter.krajcovic@ucm.sk
ludmila.cabyova@ucm.sk
DOI: 10.34190/ESM.20.051
Abstract: Socially responsible entrepreneurship is increasingly becoming an integral part of business in individual sectors. Its
strategic focus is primarily on eco-innovations and environmental issues. From the standpoint of building a competitive edge,
it is important not only to implement such activities, but also to communicate them in an appropriate manner to the public.
The long-term trend which is prevailing in the field of marketing communication is of using new media, which are gradually
replacing the traditional media. These are mainly dominated by social media, which are increasingly being used to
communicate eco-innovations and environmental issues within the framework of the socially responsible business. This
paper analyzes the use of social media for marketing communication by companies in Slovakia within their socially
responsible business, with a focus on eco-innovations. Attention is being drawn to specific types of social media, the way
they are used, including the frequency and intensity. Such data are being examined to provide an overview of the current
situation and provide recommendations for improving practice. Statistical methods are used to determine the dependence
between the use of social media, the size of businesses and the fields of their respective activities. The paper also examines
and compares which media are considered the most suitable by business entities, for promotion of environmental issues.
Keywords: eco-innovations, marketing communication, socially responsible business, social media
1. Introduction
At present, environmental protection is not only a topical issue, but it is also a very important topic, its
importance and merits are being gradually realized not only by consumers but also by businesses. Activities
undertaken by companies in this area belong to the activities of socially responsible businesses. In recent years,
this is becoming an integral part of business in each sector. While in the past these steps were directed primarily
within the company, today they are becoming part of overall business strategies, creating the basis of the so-
called eco-innovation process. It aims to reduce environmental impacts or achieve efficient and responsible use
of resources, including energy. From the point of view of building a competitive edge, it is important not only to
implement these activities, but also to communicate them in an appropriate way to the public and the target
group of customers.
In the field of marketing communication, there is a long-term trend of using new media, which are gradually
replacing traditional media. These media are mainly dominated by social media, which are increasingly used by
businesses to communicate eco-innovations and environmental issues within their socially responsible
businesses. Their advantage is, in particular, that they enable reaching a wide audience for effective reach.
Social media offer several benefits that businesses can take advantage of in marketing communications. These
are primarily the following: direct interaction with social network users; the possibility of mutual communication
and immediate reaction to published opinions. Compared to traditional media, this is a significant change in
communication opportunities, which is also reflected in the fact that social media in many cases dominate in the
media mixes and media planning of companies. In recent years, they have even been interconnected with mobile
devices and geocolocation services or applications. This gives rise to the concept, which the literature refers to
as SoLoMo marketing: social – local – mobile (Zaušková, Rezníčková 2020; Križo, Čarnogurský, Sirotiaková, 2018).
In the area of eco-innovations and the environmental activities of companies, there is a gradual interconnection
of innovations, which also reach the area of marketing communication. This is manifested not only by changing
the way of communication, but also by the selection of the media itself. The approach of companies to the
overall strategy is changing; the content and form of communication are innovated. This results in an effort to
integrate social media into the communication mix and to use them as an integral part of the existence of the
companies.
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Peter Krajčovič and Ľudmila Čábyová
Using social media for marketing communication requires a responsible approach and a clearly chosen strategy.
In practice, however, we find lack of systematic approach of many companies when using such media, as well as
a lack of knowledge of the opportunities or ways to use them effectively. The question therefore remains to
what extent companies use social media for marketing communication within socially responsible business, eco-
innovations and environmental issues, how they use these media and whether there is a relationship between
the size of the company or the area of their activity and the use of social media.
2. Definition of social media
Social media can be understood as a specific category of online media through which participants communicate
with each other and form a network of relationships. This creates two-way communication between social
network users. Social media can also be seen as interactive online applications that support the emergence of
informal user networks. Users then create and share different content within these networks, such as personal
memories, experiences, opinions, videos, music and photos (Karlíček, Král, 2011).
According to Shahid (2019) people using social media give like, comments about the products or service and
expressing their views. Then people also share their feelings about the products to their friends, family,
colleagues and more customers and client are engaged.
The definition of social media has been evolving over a period. As early as ten years ago, Andreas M. Kaplan and
Michael Haenlein (2010) characterized social media as a group of Internet applications built on the ideological
and technological foundations of Web 2.0 that enable the creation and exchange of user-generated contents.
David Meerman Scott (2015) developed this definition even more. According to him, social media allow users to
exchange their ideas and opinions, to collect contents and to establish contacts online.
As outline Ilavarasan and Rathore (2018) social media is often referred to by its channel characteristics, either
identifying directionality of messages or using tools such as Facebook or Twitter for engagement and
communication.
More extended and complex definition of social media is according to Howard and Parks (2012). They define
social media like: (a) the information infrastructure and tools used to produce and distribute content; (b) the
content that takes the digital form of personal messages, news, ideas, and cultural products; and (c) the people,
organizations, and industries that produce and consume digital content.
Shahid (2019) defines social media as an online platform which people use to build social networks or social
relations with other people who share similar personal or career interests, activities, backgrounds or real-life
connections. According to Carr and Hayes (2015) social media are Internet-based channels that allow users to
opportunistically interact and selectively self- present, either in real-time or asynchronously, with both broad
and narrow audiences who derive value from user-generated content and the perception of interaction with
others.
Social media platforms can be categorized into the following types (Lietsala, Sirkkunen, 2008): SNSs (LinkedIn,
Facebook, MySpace), collaborative productions (Wikipedia), content creation and publishing (blogs, v-blogs,
podcasts), content sharing (Flickr, YouTube), virtual worlds (FarmVille, Second Life), add-ons (Slide, Friends for
Sale), and social commerce (Tripadvisor, Groupon, and Facebook Connect).
Social media differ from traditional mainstream media in that anybody can create their contents, contribute,
and/or comment. At the same time, this undeniable strength of social media is becoming their weakness. Social
media can take the form of text, audio, video or photos and/or other image forms that connect communities
and support people who want to associate. Social allows individuals to meet strangers, but rather they enable
users to articulate and make visible their social networks. It also allows users to “enhance their profiles by adding
multimedia content or modifying the look and feel of their profiles” (Hanna, Rohm, Crittenden, 2011).
3. Use of social sites in marketing communication
Social media are becoming important communication tools for almost every company. As reported by Frey
(2011), positive relationships with social network users improve the image of the company, because direct
communication gives users the feeling that by participating in the group they gain added value in the form of
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fresh information and access to news. According to Shahid (2019) in business, social media is used to market
products, promote brands, connecting to current customers and foster new business. Company makes business
decision interpreting the data from blogs and social media which is called social media analytics. Ashley and
Tuten (2015) outline, if the quality of the content that are posted in social media sites by the respective
companies is good, then it brings more customer engagement as customers are more engaged with better
contents they find in social media.
The fact is an important fact related to the phenomenon of social networks that people no longer have to actively
seek new information, because this information flows to them themselves. Communication with users, which
supports the purchasing process, is the primary goal of the company and its presentation on the social network,
rather than sales. Rather, the emphasis is on creating awareness of a particular product, brand, company and
thus building a good image of the company (Qualman, 2011).
Social networks have become new communication tools through which companies strive to establish the
greatest possible connection between the consumer and the brand. Social media offer a wide range of business
presentations to companies (blogs, B2B social networks, discussion groups, microblogging services, geolocation
services, review sites, podcasts), while new opportunities emerge every day. Social media marketing for
organizations means understanding and learning, market monitoring, experimentation, guidance of the public,
assessment and evaluation (McPheat, 2011).
Social media platforms such as Twitter and Facebook enable according to Culnan (2010) the creation of virtual
customer environments where online communities of interest form around specific firms, brands, or products.
Some researches (Bruhn, Schoenmueller, Scheafer, 2012; Hoffman, Fodor, 2010) show that businesses have
already employed SM platforms for value proposition by incorporating it into their various business activities
including marketing, recruiting, product innovation, and customer service.
Interest in social networks in Slovakia as well as in other European Union countries is growing every year.
While eight years ago social networks were used by less than a half of the EU population, in 2018 up to 60% of
Slovaks used social networks. They are used the most by the 16-24 age group (93%). Visible increases can also
be observed in older categories. In Slovakia it was approximately 12% of seniors in 2018 (Eurostat, 2019).
Examining 28 countries of the European Union, a survey by the European Statistical Office (2019) showed that
56% of people aged 16 to 74 used social networks in 2018. For the purposes of this research, the use of social
networks can be understood as creating a profile on Facebook, Instagram or WhatsApp, sending messages or
sharing posts. The largest social networking activity was observed in Denmark, (79%), Belgium (73%), Sweden
and Great Britain (70%). At the other end of the scale, with social networks below 50%, there are France (42%),
Italy (46%) and Slovenia (49%).
Entrepreneurs have also increased their share of social network use in their communication strategies. Up to
40% of entrepreneurs in the EU want to build their corporate images through social media. Besides social
networks, such media include also corporate blogs and/or YouTube videos. It has almost doubled compared to
2013. However, in Slovakia it is slightly less. In 2018, 35% of entrepreneurs in Slovakia used social networks for
their promotion. Although their number has increased by about two thirds within 5 years (see Eurostat data,
2019), Slovak entrepreneurs are still on the tail of the EU in the use of social networks Facebook, Instagram,
LinkedIn and others. Entrepreneurs in Malta are leading: 73% of them have promoted their activities through
social networks.
Communication on social networks is a good opportunity to interact with the external environment. A quarter
of entrepreneurs use social media to obtain customer suggestions, questions or complaints and to respond to
them. Their number has almost doubled in the last 5 years. Almost one in ten European entrepreneurs used
social media as such to find potential new employees in 2013, while every fourth of them did so in 2018
(Eurostat, 2019).
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Peter Krajčovič and Ľudmila Čábyová
4. Marketing communication of eco-innovations and environmental topics
The authors Bezáková and Mendelová (2018) state the great difficulty of marketing communication in promoting
eco-innovation within the eco-innovation process. This is because companies must continue to implement their
marketing communication through which they have been communicating their products so far, and
subsequently this communication will overlap with the communication of the eco-innovation product. The
companies must communicate their original products and at the same time prepare their customer for the
arrival of new ones, while concurrently planning their marketing communications that will be used when the
eco-innovation products enter the market.
However, there is a growing interest in environmental issues from customers themselves. According to research
(Krajčovič, 2019), which was conducted on a sample of 493 respondents aged 16 to 65 years living in Slovakia,
up to 90% of respondents are interested in environmental issues. Social networks are most often used for their
communication, especially among the younger generation. The older generation favours traditional media.
Based on individual aspects of SoLoMo (social, local, mobile) marketing, its common use cannot be stated: only
35% of respondents have encountered communication using geolocation services.
Through marketing communication, companies provide information about their eco-innovation products and/or
socially responsible activities. The choice of suitable communication tools depends on several circumstances, it
depends on what the company expects from the communication and for whom it is intended. Based on a
thorough analysis, companies can choose the right tool or form of communication. The timing of the campaign
is also important. According to Zaušková and Grib (2018), marketing communication of eco-innovations can be
viewed from two perspectives. The first one is to communicate eco-innovations, which aims to raise awareness
and improve the image of the company. The second one is the use of ecological solutions directly in marketing
the socially responsible activities of the company. Their survey of a sample of 500 companies showed that only
35% of them use some of the marketing communication tools to promote their eco-innovation marketing
communications. Besides the marketing support of their eco-innovations, companies use the online
environment (51.43%) more frequently than the offline (48.57%) (Zaušková, Grib, 2017).
Social media are affordable and their use has a significant impact on business efficiency. Efficiency is also
considered as an effect of the innovation implemented into organisation. There is a special kind of innovation
which is related to the values related of the environment protection and sustainable development (Tutaj,
Rutkowska, Solich, 2019).
On the other hand, we see the problem especially in human resources and in the approach of corporate
management to new forms of communication. However, it is necessary to realize that communication on social
networks is no longer a new form of communication; it is rather a necessity, which should be part of the
communication strategy of any company. The level of communication technology equipment and its
affordability makes it possible to assume that the social, professional and educational groups that bear economic
and other values will have the new information and communication technologies available, either now or
perceptively in the future. However, we see the problem in terms of digital skills and the inability to adapt to
newer forms of communication. Other results are considered adequate (Čábyová, Krajčovič, 2019).
5. Objective and methods
In the framework of the realized survey we focused on marketing communication of socially responsible
business. The main objective was to find out whether entrepreneurial subjects in Slovakia use social media for
marketing communication of the activities of their socially responsible businesses with a focus on eco-
innovations. In the survey, we focused on which specific types of social media businesses are being used. We
investigated how they use social media for their marketing communications and overall strategy. We also looked
at which media are considered the most appropriate for promoting environmental issues and we examined the
statistical dependence between selected observed attributes (size of the company and area of their activity),
communication of socially responsible activities, and the use of social media to promote eco-innovations.
The survey was carried out by means of telephonic inquiries during the period 7 January to 28 March 2019. The
questionnaire contained 10 closed and 4 identification questions, which we used to classify the companies. The
target audience consisted of business entities operating in the Slovak Republic. According to the Statistical Office
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Peter Krajčovič and Ľudmila Čábyová
of the Slovak Republic, there are 628,569 economic entities operating in Slovakia (Statdat.statistics, 2019). The
sample size was calculated using the formula:
where N = total amount of business entities in Slovak Republic; e = Margin of error (percentage in decimal form
– set the value of 5 %); z = z-score (the value of 1,96 calculated by the desired confidence level of 95 %).
The sample size consisted of business units operating in the Slovak Republic. The selection was random. The
condition for the selection was to work in one of the economic activities according to the statistical classification
(Statdat.statistics, 2019).
For the sample size obtained (300 business entities), we calculated the maximum allowable error margin
according to the formula:
The calculated value of E = 5.66% confirms the sufficiently large sample and its relevance at the stated maximum
error rate.
The obtained data were processed through the MS Excel program. The individual values of specific quantitative
attributes were arranged according to their respective frequencies and entered into tables using simple sorting.
The symbol fi denotes the frequency of xi (i = 1, 2, ... k). The relation f1 + f2 + ... fk = n applies. The following data
have been calculated from the entered data: cumulative frequency, relative frequency, cumulative relative
frequency and relative frequency in percentage.
The dependence has been investigated using analysis, between the selected qualitative attributes that reach
multiple levels. Two qualitative attributes A, B have been observed on all elements of the sample, which reach
more levels (A1, A2, … Ak; B1, B2, … Bk). Validity of the relation k > 2 or m > 2 was the condition.
The results of the observation have been entered in the pivot table. The statistic χ2 was used as the test criterion,
which is given by the relation:
The degree of dependence between the selected qualitative attributes was assessed using the contingency
coefficient, which is defined by the following relation:
6. Hypotheses
In the course of the research we primarily investigated whether business entities communicate their socially
responsible activities to the public and whether they use social media for their promotion. We examined
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Peter Krajčovič and Ľudmila Čábyová
whether there is a statistically significant dependence between these attributes, the size of the company and
the area of operation of the company. We examined whether there was statistically significant dependence
between these attributes, the size of the company and the area of operation of the company. As the attributes
between which we investigated dependency were reaching more levels, it was a contingency. The results of the
observations have been entered in a pivot table showing the empirical frequencies obtained in the examination
and the expected frequencies calculated according to the following formula:
Null and alternative hypotheses were established for each research area.
H0: Attributes A and B are independent. There is no statistical relationship between the size / area
of activity of the company and the area of interest in this file.
H1: There is a relationship between the attributes A and B. In these files, there is a statistical
relationship between the size of the enterprise / area of activity and the area of interest.
7. Evaluation of hypotheses
Based on the defined objectives of the survey, 4 hypotheses have been formulated, in which a statistical
dependence was established, between the observed features, namely the size of the company / business area
activity and communication of socially responsible business activities / using social media to promote eco-
innovations.
The hypothesis of the dependence between the size of the company and the communication of socially
responsible business activities has been confirmed. Our test has shown that the size of the company affects the
communication of CSR activities. See Table 1 for the results.
Table 1: Real and expected frequencies (company size and communication of CSR activities)
Company size/ CSR
communication
yes
no
Ʃ
small (10-49)
53 (73.01)
94 (74)
147
medium (50-249)
33 (32.8)
33 (33.2)
66
large (250 and more)
63 (43.2)
24 (43.8)
87
TOTAL
149
151
300
The tested hypothesis is rejected at the significance level α if the test criterion value exceeds the critical value.
Test Criterion Value = 5.991. Calculated test criterion value = 28.90608. The degree of statistical dependence
was calculated using the contingency coefficient (C = 0.85779). The calculated value of the contingency
coefficient indicates that there is a high degree of linkage between the size of the company and the
communication of their CSR activities.
The hypothesis of the dependence between the company size and the use of social media to promote eco-
innovation has been confirmed. The test has shown that the size of the company affects the use of social media.
See Table 2 for the results.
Table 2: Real and expected frequencies (company size and use of social media to promote eco-innovations)
Company size/
social media
use
yes
no
Ʃ
small (10-49)
54 (63.7)
93 (83.3)
147
medium (50-249)
27 (28.6)
39 (37.4)
66
large (250 and more)
49 (37.3)
38 (49.3)
87
TOTAL
130
170
300
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Peter Krajčovič and Ľudmila Čábyová
The tested hypothesis is rejected at the significance level α if the test criterion value exceeds the critical value.
Test Criterion Value = 5.991. Calculated test criterion value = 8.741635. The calculation is shown in Table 4. The
degree of statistical dependence was calculated using the contingency coefficient (C = 0.4505552). The
calculated value of the contingency coefficient indicates that there is a slight degree of linkage between the size
of the company and the use of social media.
The hypothesis of dependence between the field of business activity and communication of socially responsible
business activities has not been confirmed. The test did not prove that the business area affects the
communication of CSR activities. See Table 3 for the results.
Table 3: Real and expected frequencies (business area and communication of socially responsible business
activities)
Business area/ CSR
communication
yes
no
Ʃ
Pharmaceutical and chemical
Industries
7 (4.9) 3 (5.1)
10
Metallurgical and engineering
industries
25 (24.
34)
24 (24.66)
49
Energy engineering
4 (1.9)
0 (2.1)
4
Electrical engineering
9 (9.4)
10 (9.6)
19
Civil engineering
10 (15.4)
21 (15.6)
31
Wood processing industry
6 (8.9)
12 (8.06)
18
Food industry
22 (21.4)
21 (21.6)
43
Agriculture
8 (4.97)
2 (5.03)
10
Other
58 (57.61)
58 (58.39)
116
TOTAL
130
170
300
The tested hypothesis is rejected at the significance level α if the test criterion value exceeds the critical value.
Test Criterion Value = 15.507. Calculated test criterion value = 15.18686.
The hypothesis of the dependence between the business area and the use of social media to promote eco-
innovation has not been confirmed. The test has not shown that the business area affects the use of social media.
See Table 4 for the results.
Table 4: Real and expected frequencies (business area and use of social media to promote eco-innovations)
business area/
use of social
media
yes
no
Ʃ
Pharmaceutical and chemical
Industries
5 (4.33) 5 (5.
67)
10
Metallurgical and engineering
industries
15 (21.
23)
34 (27.77)
49
Energy engineering
3 (1.73)
1 (2.27)
4
Electrical engineering
10 (8.23)
9 (10.77)
19
Civil engineering
14 (13.43)
17 (17.57)
31
Wood processing industry
9 (7.8)
9 (10.20)
18
Food industry
23 (18.63)
20 (24.37)
43
Agriculture
5 (4.33)
5 (5.67)
10
Other
46 (50.27)
70 (65.73)
116
TOTAL
130
170
300
The tested hypothesis is rejected at the significance level α if the test criterion value exceeds the critical value.
Test Criterion Value = 15.507. Calculated test criterion value = 8.706571.
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Peter Krajčovič and Ľudmila Čábyová
8. Conclusion
The results of the survey and analyzes showed that social media are used by approximately half of the companies
in Slovakia to promote eco-innovations. Given the current trends in marketing communications, this percentage
is considered to be relatively low, as social media are essential for effective marketing communications today
(compare with Ilavarasan and Rathore, 2018). This is mainly due to their use by the public, which can also
represent a target group of the specific companies.
Equally, the activities of socially responsible companies focused on environmental protection, conservation of
limited resources and environmental issues are becoming a trend (see more McCabe, 2020). Interest in these
topics was also confirmed in previous research by Krajčovič (2019), which focused on the media used by the
respondents in obtaining information on these topics, whether they encountered advertising for environmental
products and which media are considered the best way to promote eco-innovations. The results showed that
almost 90% of respondents were interested in environmental issues. Social media and posts on social networks
are the most widely used to gather information on these topics. The importance of social media in promoting
eco-innovations and socially responsible business activities is thus very important, especially if we want to reach
a younger target group aged 15 – 35. However, they also play an important role in the middle generation of
consumers aged 36 – 45, where the social network Facebook is particularly important.
The results of our research showed that irregular informing of the public is considered the most important
shortcoming in the communication of socially responsible businesses in companies in the Slovak Republic. More
than 64% of companies reported that they communicated irregularly, which is also reflected in the overall
strategy of their social networking. Almost two-thirds of companies publish posts on social networks impulsively
and flexibly, without any clear strategy and planning. Social media are considered to be the most appropriate by
the majority of companies, for promoting eco-innovations. Most of them use the social network Facebook,
followed by Instagram and YouTube. An interesting finding is that nearly a quarter of companies use blogs to
communicate.
Based on the results of the analyzes carried out, it has been shown that the size of the business affects the
communication of socially responsible activities, while there is a high degree of linkage between the size of the
business and the communication of socially responsible business activities. At the same time, our test showed
that the size of the companies also affects the use of social media, although there is only a slight degree of link
between the size of the business and the use of social media. No impact on both the monitored variables has
been proven. The results therefore show that the business area affects neither communication of socially
responsible activities nor the use of social media. The results of the research show that, despite the importance
of socially responsible business and social media interaction, their use in practice is not sufficient. The causes
can be found in poor skills or experience of enterprises with communication via social media, which also opens
the door for cooperation between business entities and academic environments, specialized in the field of
marketing communication.
The importance of using social media emphasize also Kusá and Piatrov (2020) or Hlavinka and Sullivan (2011)
according to whom social media has not only strengthened the existing relationship between businesses and
users but also resulted in innovative changes in traditional communication methods, thereby enhancing the
capability of businesses to better interact and dialog with users. Many studies define social media platforms as
a new marketing tool (Berinato, 2010; Paquette, 2013) and appropriate for awareness building, influence, and
the attainment of marketing objectives that help improve marketing communication effectiveness and make for
better marketing impact (Lipsman et al., 2012). The strategic use of social media platforms for developing
product features and form user-generated content is a comparatively new area that connects marketing and
product design and is a fine example of how two formerly distinct business functions are brought together by
the advent of social media (Rathore, Ilavarasan, 2018). According to Almohaimmeed (2019) businesses can use
social media platforms for customer engagement, brand awareness building, marketing, product design and
development, sales, and promotion.
Acknowledgements
The research study is a part of the national project supported by the Slovak Ministry of Education and the Slovak
Academy of Sciences (VEGA) No. 1/0708/18 “Aspects of Using the SoLoMo Marketing Concept to Raise
Awareness of Eco-Innovations”.
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Peter Krajčovič and Ľudmila Čábyová
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