摘要：AbstractSocial responsibility has begun to be a fashionable concept in Romania, designating the attitude that a company should adopt in order to be perceived as socially responsible. Given this reference point, in this paper we aim to provide a multidimensional analysis of social campaigns in order to evaluate their impact upon the Romanian public and how effective they are. We focus upon the following questions: How is social responsibility perceived? What impact do social campaigns have upon the Romanian public? Which are the triggering factors acting on a mental level? And, especially, what stimuli play a key role in the adoption of “responsible” behavior? For this, we have made use of a questionnaire-based inquiry as a research method with a group of 50 persons, students of Communication and Public Relations. The purpose of this questionnaire is not to allow a rigorous sociological analysis with statistically valid results, but rather to identify the impact and efficiency of social campaigns, respectively, in terms of the “thought particularities” existing at the public level that would allow us to formulate some final conclusions and substantiate such a process. Although the group is relatively small, the results we have obtained open new lines of action, new challenges for future research.
