Page 1 |
Save page Remove page | Previous | 1 of 76 | Next |
|
small (250x250 max)
medium (500x500 max)
large ( > 500x500)
Full Resolution
All (PDF)
|
This page
All
Subset |
SOCIAL INNOVATION: CROWDSOURCING AND THE NEW FACE OF CORPORATE SOCIAL RESPONSIBILITY
by
Diana Marie Bulnes
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2011
Copyright 2011 Diana Marie Bulnes
Object Description
| Title | Social innovation: Crowdsourcing and the new face of corporate social responsibility |
| Author | Bulnes, Diana Marie |
| Author email | diana.bulnes@yahoo.com; dmbulnes@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-04-01 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-04-27 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
Thorson, Kjerstin Tenderich, Burghardt |
| Abstract | The recent popularity of corporations integrating social media to their promotional strategy has created a world in which consumers want direct engagement with brands and the ability to have multi-directional dialogue. Companies have often engaged in Corporate Social Responsibility (CSR) to raise awareness and cultivate good will among consumers toward the brand. This paper will examine how corporations are utilizing crowdsourcing for CSR purposes to meet their business goals and engage with consumers to build brand ambassadors.; Corporations utilize crowdsourcing projects to raise brand awareness, bring their corporate missions into action and instill good sentiments about the brand among consumers with the ultimate goal of increasing sales. By looking at three different case studies of corporations that have used crowdsourcing for social good, conclusions will be drawn regarding the advantages and risks involved with using this tool for CSR purposes. Furthermore, interviews with industry experts will solidify the claim that despite the risk involved with companies using social media for social good, the ability to participate in the dialogue surrounding a company and to garner good will for practicing social philanthropy is worth the risk. The potential to employ crowdsourcing for social innovation to enhance brands will also be examined to determine best practices for the future of crowdsourcing project. |
| Keyword | crowdsourcing; public engagement; CSR; social innovation |
| Geographic subject (country) | USA; Finland |
| Coverage date | 2000/2010 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3796 |
| Rights | Bulnes, Diana Marie |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Bulnes-4469 |
| Archival file | uscthesesreloadpub_Volume48/etd-Bulnes-4469.pdf |
Description
| Title | Page 1 |
| Full text | SOCIAL INNOVATION: CROWDSOURCING AND THE NEW FACE OF CORPORATE SOCIAL RESPONSIBILITY by Diana Marie Bulnes A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2011 Copyright 2011 Diana Marie Bulnes |
Comments
Post a Comment for Page 1
