The main objective of this study is to determine social responsibility through social responsiveness in bank communication with costumers before the economic crisis in the case of Swiss franc loans in Hungary and Romania. A special method to measure responsiveness in banks’ advertisements was developed. In total, 679 unique print advertisements were analyzed out of 3,089 published between 2004 and 2007, through content-analysis. Unexpectedly, the results show that in Hungary the CHF loans ads' responsiveness is significantly higher than the non-CHF loans and that they are mostly proactive. In Romania this difference could not be seen, while also the reactive strategy dominates.

中文翻译：

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经济危机之前银行与客户沟通中的社会责任-匈牙利和罗马尼亚的瑞士法郎贷款案例

这项研究的主要目的是，在匈牙利和罗马尼亚的瑞士法郎贷款出现经济危机之前，通过与客户进行银行沟通时的社会反应来确定社会责任。开发了一种测量银行广告响应度的特殊方法。通过内容分析，在2004年至2007年间发布的3,089个出版物中，总共分析了679个独特的印刷广告。出乎意料的是，结果表明，在匈牙利，瑞士法郎贷款广告的响应度明显高于非瑞士法郎贷款，而且它们大多是主动的。在罗马尼亚，这种差异是看不到的，而被动策略也占主导地位。