Communicating socially responsible actions by means of social media in the process of building the image of an organization, as seen in the case of start-ups from the cosmetics industry

Abstract

This article aims to present the importance of communicating CSR actions by means of social media in the process of shaping a socially responsible image of an organization, as seen in the case of socially responsible start-ups from the cosmetics industry. In order to implement this objective, the author sheds light on matters of building corporate image from the CSR perspective, presents the issues of the use of social media in building an image of a socially responsible organization, describes the cosmetics market focusing on the natural cosmetics sector and demonstrates possibilities for using social media to communicate about CSR by illustrating this with start-ups of the cosmetics industry which manufacture natural cosmetics. The discussion presented in this paper has an exploratory nature, is based on a critical analysis of relevant literature and reports and is supported with examples from business practice. The analyses were conducted between February and April 2020.