Earticle

초록

영어

Based on the stakeholder theory and the CSR communication model, which are informed by models in public relations, this study proposed and examined two key factors of social media strategies that contribute to raising the public's positive perception of stakeholder engagement in CSR, which in turn leads to positive CSR reputation and behavioral intentions. A 2(communication on CSR building strategies: top-down vs. co-creation) x 2 (social media communication strategy: responsive communication vs. involvement communication strategy) full factorial design online experiment was conducted. The results showed that communication about the co-creative approach of CSR development leads to positive perceptions of stakeholder CSR engagement. Stakeholder involvement social media communication strategies also elicited positive perceptions of stakeholder engagement in CSR. The use of stakeholder involvement communication strategies on social media has been shown to partially offset the negative impact of a top-down approach in CSR development. This study demonstrates the impact of two proposed factors on CSR outcomes by linking stakeholder engagement perceptions of CSR with CSR reputation, supportive communication intentions, and purchase intentions, which are in part mediated by trust in commitment. These findings enhance our understanding of how to effectively engage stakeholders in CSR on social media by providing both theoretical and practical implications.

목차

Abstract
INTRODUCTION
LITERATURE REVIEW
Stakeholder Theory and Stakeholder Engagement
Social Media Stakeholder Engagement and CSR Communication Model
CSR Communication Model
Two Factors of Stakeholder CSR Engagement
Communication on CSR Development Approaches: Co-creation vs. top-down
Social Media Communication Strategies: Response vs. Involvement
Effects of Perception of Stakeholder Engagement in CSR
Mediating Effects of Trust
METHODS
Stimuli and Pretests
Participants and Data Collection Procedures
Measurements
RESULTS
DISCUSSION
Theoretical Implications
Practical Implications
Limitations and Directions for Future Research
CONCLUSION
REFERENCES

키워드

저자

• Yeonsoo Kim [ Associate Professor, School of Communication Studies, James Madison University, USA ] Corresponding author
• Carolyn Perkins [ Graduate Student, School of Communication Studies, James Madison University, USA ]
• Laureta Ramaj [ Graduate Student, School of Communication Studies, James Madison University, USA ]
• Tonya Schoenbeck [ Graduate Student, School of Communication Studies, James Madison University, USA ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  AJPR [Asian Journal of Public Relations]

• 간기

  연간

• eISSN

  2568-2812

• 수록기간

  2017~2023

• 십진분류

  KDC 326 DDC 338