| Title: | Sustainability communication strategies: a case study of OTP Bank, Croatia |
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| Authors: | ID Bukovec, Manuela (Author)
ID Tomažič, Luka Martin (Author)
ID Mavsar, Maruša (Author)
ID Bilić, Dinko (Author) |
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| Files: |  CMR_Vol10_No2_Bukovec_Tomazil_Mavsar_Bilic.pdf (726,21 KB)
MD5: B8210325553EA095AA7656205368DB54
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| Language: | English |
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| Work type: | Unknown |
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| Typology: | 1.01 - Original Scientific Article |
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| Organization: | UAMEU - Alma Mater Europaea University
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| Abstract: | This research examines sustainability communication practices at OTP Bank d.d. Croatia, fo cusing on strategy integration, media representation, and digital communication channels. The study explores the strategic alignment of sustainability messaging, its media repre sentation, and the dominance of digital platforms in conveying sustainability efforts. Us ing semi-structured interviews and media content analysis, findings highlight strong trans parency and ESG integration across organizational units, with communication tailored to stakeholders. While OTP Bank communicates sustainability clearly in reports, media cover age lacks focus on sustainability. Digital channels dominate sustainability messaging. This study contributes by empirically analyzing a major Croatian bank’s practices and challenges in sustainability communication. Findings suggest the need for greater visibility and differ entiation in banking sector communication to engage stakeholders and align with evolving European sustainability standards. |
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| Keywords: | communication channels, communication strategy, corporate social responsibility, banking institution, stakeholders |
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| Geographic coverage: | Hrvaška; |
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| Publication date: | 01.01.2025 |
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| Year of publishing: | 2025 |
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| Number of pages: | str. 10-27 |
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| Numbering: | Vol. 10, issue 2 |
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| PID: | 20.500.12556/ReVIS-12898  |
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| COBISS.SI-ID: | 263996675 |
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| UDC: | 502.131.1/316.776(497.5) |
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| ISSN on article: | 2459-6086 |
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| DOI: | 10.2252/cmr202502108 |
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| Note: | Nasl. z nasl. zaslona;
Opis vira z dne 8. 1. 2026;
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| Publication date in ReVIS: | 09.01.2026 |
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| Views: | 51 |
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| Downloads: | 0 |
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