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The article focuses on analysis of online communication of pharmaceutical companies in the field of CSR. It is based on the fact that there are specific segments in the economy, which are called sensitive sectors. Even though they are often perceived as irresponsible in their nature, there are effective communication tools, which can used to increase positive corporate image. The present study is a part of a larger research that we conducted in the segment of pharmaceutical industry. We useddoi:10.2478/ijek-2019-0009 fatcat:ncvpzf6jpjfehjnheabvtzr2ie