Non-financial reporting as a current challenge of marketing communication

Stránka jednoduchej položky
dc.contributor.authorHroncová Vicianová, Jana
dc.contributor.authorBeresecká, Janka
dc.contributor.authorGundová, Petra
dc.contributor.authorHronec, Štefan
dc.date.accessioned2026-03-06T09:47:45Z
dc.date.available2026-03-06T09:47:45Z
dc.date.issued2025
dc.descriptionIn: Marketing identity : the power(s) of communication : conference proceedings. 1. vyd. Trnava : Univerzita sv. Cyrila a Metoda v Trnave, 2025. ISBN 978-80-572-0555-5. ISSN 2729-7527. S. 241-254.
dc.description.abstractThe increasing number of annual reports on sustainability in business is currently caused by the increasing control of the social and environmental behavior of companies by interested groups, but also by the growing tendency of legislative obligations in this area. For this reason, the reports in question become an important tool for building a positive corporate image and good relations with the public. The presented article analyzes annual reports declaring corporate social responsibility, taking into account the specifics of environmental, social and management criteria, and assesses current trends in non-financial reporting in the context of marketing communication. Communication through annual reports and the selection of information also entails the risk of “greenwashing”, which can negatively influence public opinion. For this reason, not only investors, but also other interested groups require high-quality and transparent disclosure of information not only about financial performance, but also about the social and environmental impact of business.
dc.description.sponsorshipAPVV-21-0363 Obmedzenia a limity metód merania výkonnosti v miestnej samospráve - problém heterogenity poskytovania služieb KEGA 033SPU-4/2022 Funkčné, inovačné a digitálne vzdelávanie predmetu Marketing cestovného ruchu VEGA 1/0479/23 Výskum cirkulárneho spotrebiteľského správania v kontexte STP marketingového modelu
dc.identifier.isbn978-80-572-0555-5
dc.identifier.issn2729-7527
dc.identifier.urihttps://repo.umb.sk/handle/123456789/1286
dc.language.isoen
dc.publisherUniverzita sv. Cyrila a Metoda v Trnave
dc.rightsCC BY-NC-ND Creative Commons Attribution-NonCommercial-NoDerivatives 4.0. International
dc.rightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectvýročné správy
dc.subjectannual reports
dc.subjectenvironmentálne kritériá
dc.subjectenvironmental criteria
dc.subjectmarketingová komunikácia
dc.subjectcommunication in marketing
dc.subjectmarketing communication
dc.subjectnefinančné výkazníctvo
dc.subjectnefinančný reporting
dc.subjectnon-financial reporting
dc.subjectpublic relations
dc.subjectstyk s verejnosťou
dc.subjectkomunikácia s verejnosťou
dc.subjectsociálne kritériá
dc.subjectsocial criteria
dc.titleNon-financial reporting as a current challenge of marketing communication
dc.typeArticle
dc.typeinfo:eu-repo/semantics/article

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