THE IMPACT OF SOCIAL NETWORKS ON THE AWARENESS INCREASE OF A CORPORATE SOCIAL RESPONSIBILITY CAMPAIGN: A CASE STUDY ON ALEX&COMP GALATI

This paper outlines the role and benefits of social networks use on the increase of a Corporate Social Responsibility (CSR) campaign awareness, revealing the correlations between the maximization of the positive attitudes expressed by the fans of a brand and the CSR campaign indicators. The study emphasizes that a CSR campaign which lead to a social problem solving determine a higher tendency of the consumers to follow the official page of the company - which managed the CSR campaign - on a social network.Then, the attention is focused on the decision-making influence factors regarding the follow-up of a CSR campaign in the online environment, reflecting the most relevant indicators provided by social networking process assessment.