Using corporate social responsibility to enhance media reputation following a firm crisis: Evidence from China

IF 4.1 3区 管理学 Q2 BUSINESS
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引用次数: 0

Abstract

This article extends research on organizational crisis management by explaining how a firm’s post-crisis corporate social responsibility (CSR) actions help it secure improved media reputation which, in turn, plays an important role in rebuilding the firm’s image. We draw on Godfrey et al. (2009) to highlight that firms’ CSR activity can be categorized into two types: Technical CSR (TCSR) activity involving those primary stakeholders most crucial to the successful operation of the firm, and Institutional CSR (ICSR) activity directed toward a firm’s secondary stakeholders. Our study examined 176 crises that occurred in China between 2011 and 2018 and involved 161 publicly listed firms. The analysis demonstrated that the intensity of both TCSR and ICSR activities have a positive effect on post-crisis media reputation. The implementation paths of CSR activities from TCSR to ICSR contributes positively to post-crisis media reputation. Our findings also show that the concentration of TCSR activities negatively affects a firm’s post-crisis media reputation, while the concentration of ICSR activities has the opposite effect. Furthermore, in a firm crisis with high-responsibility attribution, the effects of both the intensity and concentration of TCSR activities are more pronounced, while the impact of the concentration of ICSR activities is weakened. This study provides new theoretical insights into how firms can better manage their media reputations following a crisis.

企业危机后利用企业社会责任提升媒体声誉:来自中国的证据
本文通过解释危机后企业社会责任(CSR)行动如何帮助企业提高媒体声誉,进而在重建企业形象方面发挥重要作用,对组织危机管理研究进行了扩展。我们借鉴 Godfrey 等人(2009 年)的观点,强调企业的企业社会责任活动可分为两类:技术性企业社会责任(TCSR)活动涉及对企业成功运营至关重要的主要利益相关者,而制度性企业社会责任(ICSR)活动则面向企业的次要利益相关者。我们的研究考察了 2011 年至 2018 年间在中国发生的 176 次危机,涉及 161 家上市公司。分析表明,TCSR 和 ICSR 活动的强度对危机后的媒体声誉都有积极影响。从TCSR到ICSR的企业社会责任活动实施路径对危机后媒体声誉有正向促进作用。我们的研究结果还表明,TCSR 活动的集中度会对企业危机后的媒体声誉产生负面影响,而 ICSR 活动的集中度则会产生相反的影响。此外,在高责任归因的企业危机中,TCSR 活动的强度和集中度的影响更为明显,而 ICSR 活动的集中度的影响则有所减弱。本研究为企业如何在危机后更好地管理其媒体声誉提供了新的理论见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.00
自引率
19.00%
发文量
90
期刊介绍: The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.
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