THE ROLE OF CORPORATE SOCIAL RESPONSIBILITY IN SHAPING THE COMPANY’S POSITIVE IMAGE

Introduction. Corporate Social Responsibility (CSR) has become a core element of modern business and plays an important role in building a positive corporate image. As consumers, employees, and investors increasingly focus on corporate social and ethical responsibility, it is becoming clear that financial success alone is not enough to ensure long-term success. Today, companies must actively demonstrate their concern for the environment, social justice, human rights, and employee well-being; implementing CSR initiatives not only enhances a company's reputation, but also strengthens relationships with all stakeholders, from consumers to investors to government agencies. Corporate social responsibility is a primary means of creating a positive image and ensuring sustainable development in a competitive and rapidly changing marketplace. Therefore, the role of CSR in shaping corporate image is a relevant topic for research and analysis in the contemporary business environment.