기업의 SNS 활용과 사회적 책임 성과

• 영문명: Corporate use of Social Media and Corporate Social Performance: Evidence from Korea
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 박지현(Jee-Hyun Park) 권도균(Do-Kyun Kwon) 김양민(Yang-Min Kim)
• 간행물 정보: 『아태비즈니스연구』제15권 제2호, 53~70쪽, 전체 18쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2024.06.30

국문 초록

Purpose-The purpose of this paper is to examine whether firms use social media to disseminate good news to various stakeholders thereby enhancing corporate social performance (CSP). Design/methodology/approach- This study collected data from various databases such as Korea Economic Justice Institute (KEJI) Index, VALUESearch, and TS2000, and such social media platforms as Instagram and Meta (formerly known as facebook). The sample of this study includes 3,474(firm-year) observations from 799 unique Korean firms between 2013-2022. This study conducts fixed effect panel regression analysis to test the hypotheses. Findings- First, we found both corporate use of social media, and the number of uploaded corporate news on social media were positively related to CSP. We also found that positive user reactions to the news on social media were positively related to CSP. Second, we examine the moderating roles of firm age in the relationships described above. The results show that firm age strengthens both the relationship between number of uploaded news on social media and CSP, and the relationship between positive user reactions to news on social media and CSP. Research implications or Originality- This study extends the social media research in the management literature by investigating how corporate use of social media, number of uploaded corporate news on social media, and the user reactions on the news on social media affect corporate social performance. For a practical implication, our results allow the stakeholders to better predict corporate future CSP. They suggest that ceteris paribus, firms that use social media actively, vis-a-vis firms that do not use social media actively, are more likely to get good CSP scores. They also suggest that such beneficial effects of social media will become more prominent as companies get older.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경과 가설

Ⅲ. 방법론

Ⅳ. 실증분석 결과

Ⅴ. 논의 및 결론

References

키워드

Corporate Social Performance Firm Age Reactions from Stakeholders Social Media