دور الاتصال الرقمي للمسؤولية الاجتماعية في دعم أنظمة الإبلاغ التقليدية :دراسة حالة شركة NESTE

Abstract

تهدف ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺔ ﺇلى ﺇﺑﺮﺍﺯ ﺩﻭﺭ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺮﻗﻤﻲ ﻟﻠﻤﺴﺆﻭﻟﻴﺔ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﻟﻠﺸﺮﻛﺎﺕ في ﺩﻋﻢﻭﺳﺎﺋﻞﺍﻹﺑﻼﻍ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ في ﺷﺮﻛﺔ Neste، ﻣﻦ ﺃﺟﻞ ﺫﻟﻚﺣﻠﻠﺖ ﺍﻟﺪﺭﺍﺳﺔمحﺘﻮﻯ ﺗﻘﺮﻳﺮ ﺍﺳﺘﺪﺍﻣﺔ ﺍﻟﺸﺮﻛﺔ-ﺑﺎﻋﺘﺒﺎﺭﻩﻭﺳﻴﻠﺔﺇﺑﻼﻍ ﺗﻘﻠﻴﺪﻳﺔﺭﺋﻴﺴﻴﺔ-ﻟﺴﻨﺔ2022 ﻟﻠﻜﺸﻒ ﻋﻦ ﺃﻫﻢ ﺍﻟﻨﺸﺎﻃﺎﺕ ﺍلمﺴﺆﻭﻟﺔﺍﻟتي ﺻﺮﺣﺖ ﺎﺷﺮﻛﺔNesteﻟﺘﺘﺤﺮﻯﺑﻌﺪﻫﺎ ﺍﻟﺪﺭﺍﺳﺔ ﻭﺳﺎﺋﻞ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺮﻗﻤﻴﺔ ﻟﻠﻤﺴﺆﻭﻟﻴﺔ ﺍﻻﺟﺘﻤﺎﻋﻴﺔﺍﻟتي ﺗﻌﺘﻤﺪﻫﺎﻫﺬﻩ ﺍﻟﺸﺮﻛﺔﻟﺪﻋﻢﻣﺎ ﺻﺮﺣﺖ ﺑﻪ في ﺗﻘﺮﻳﺮ ﺍﺳﺘﺪﺍﻣﺘﻬﺎ.ﺗﻮﺻﻠﺖ ﺍﻟﺪﺭﺍﺳﺔ ﺇلىﺃﻥﺍلمﻴﺰﺓ ﺍﻟﺮﻗﻤﻴﺔ )ﺧﺎﺻﺔﺍﻟﺘﻔﺎﻋﻞ ﻭﺍﻟﺴﺮﻋﺔ(ﺼﺎﻝ ﺍلمﺴﺆﻭﻟﻴﺔ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ تحﻘﻖ ﻫﺪﻓين ﺭﺋﻴﺴﻴين ﻻ تحﻘﻘﻬﺎ ﻭﺳﺎﺋﻞ ﺍﻹﺑﻼﻍ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ ﻭﻫﻲﻟﻮﺳﺎﺋﻞ ﺍﺗ: ﺗﻮﺳﻴﻊ ﺷﺒﻜﺔ ﻭﺻﻮﻝ ﺍﻷﻧﺸﻄﺔ ﺍلمﺴﺆﻭﻟﺔ ﺍﺟﺘﻤﺎﻋﻴﺎ ﺇلى ﺷﺮيحﺔ ﺃﻛبر ﻣﻦ ﺃﺻﺤﺎﺏ ﺍلمﺼﻠﺤﺔ، ﻭﺯﻳﺎﺩﺓ ﻭﻋﻲ ﺃﺻﺤﺎﺏ ﺍلمﺼﻠﺤﺔ ﺑﺸﺄﻥ ﻗﻀﺎﻳﺎ ﺍلمﺴﺆﻭﻟﻴﺔ ﺍﻻﺟﺘﻤﺎﻋﻴﺔThis study aims to highlight the role of CSR digital of communication in supporting Neste's traditional reporting Tools, for this purpose the study analysed the content of the company's sustainability report (2022) - As a major traditional Tools of reporting -, to reveal the most important responsible activities declared by Neste, after which the study examines the digital Tools of communication of social responsibility adopted by this company to support what it stated in its sustainability report. The study found that the digital advantage (especially interaction and speed) of communicating social responsibility achieves two main objectives that traditional reporting means do not achieve: expanding the network of access of the socially responsible company's activities to a larger segment of stakeholders, and increasing stakeholders' awareness on social responsibility issues.