Environmental awareness in the social network Instagram: the impact of materials on corporate social responsibility on the example of a company

Abstract

The main purpose of this article is to clarify the impact of materials about corporate social responsibility on environmental awareness of the audience in Instagram. For this study, the content analysis research method was used. This method allowed to analyze the posts of an operating company in Kazakhstan, which contain information about their environmental activities, as well as data on user activity in the comments to such posts were collected.

The article analyzed the number and types of messages related to CSR, as well as their impact on the attitude of users to companies. The results showed that CSR is an important tool for attracting users' attention on social networks and increasing users' environmental awareness, as well as the level of trust in companies. In addition, the publication of materials on CSR can be an effective tool in the PR strategy of Kazakhstani companies. Based on the results of the study, the article offers recommendations for Kazakhstani companies in the field of using CSR in social networks to build an effective PR strategy. The results also showed that materials on corporate social responsibility can have a positive impact on the audience’s environmental awareness in social network Instagram, increasing interest in environmental issues and stimulating society on this topic. These results can be useful for companies when forming their strategy of using social networks to promote their environmental and social initiatives.

Keywords: Social networks, environmental awareness, audience.