Research On The Effect Of Social Responsibility Information Disclosure And Ambidextrous Marketing On Enterprise Performance

The fulfillment of social responsibility and marketing ability are important ways for enterprises to gain competitive advantage and improve their performance.With the increasingly popularity of social media,the information dissemination has become faster and wider,and brought opportunities and challenges for the enterprise.Social media makes the implementation of enterprise social responsibility and information disclosure,more easily to be known to the public.In order to maintain a good corporate image,and improve performance,it has great significance to explore the mechanism of social media in the effect of social responsibility information disclosure on the performance.At the same time,the social media contains big data information which can support the enterprise marketing exploration and marketing development,to meet the changing needs of consumers and enhance enterprise performance.Therefore,it is necessary to explore the regulation of big data management technology in the impact of dual marketing on enterprise performance.This article mainly completes the following work:(1)Existing researches show that if the social responsibility is reported by the media,the corporate will receive government and public support.On the contrary,if the company appears social responsibility issues,it will also be reported by the media,directly relating to the development of enterprises.On the basis of research results of the relation between social responsibility information disclosure and performance,from the point of social media,we put forward the research hypothesis,and construct the regression model combining with stakeholder theory,information asymmetry theory and enterprise reputation theory.Take domestic listed companies as research samples,the mediating effect of social media on the relationship between corporate social responsibility information disclosure and financial performance is explored.(2)Based on the theory of marketing,dual theory and the resource view of big data,we combines the dual theory with the marketing research to explore the connotation and composition dimension of marketing exploration,marketing development and big data management technology,and constructs the influence model of the dual marketing on the enterprise performance.The data is collected by field interview,online and offline questionnaire,to study the influence of the marketing exploration and development and its duality on the enterprise performance,focusing on the regulation mechanism of big data management technology.The results show that the higher the level of social responsibility information disclosure is,the more social media attention the enterprise is paid and the better the company performance is;the social media in the corporate social responsibility information disclosure on the financial performance has a partial intermediary role,and negative media coverage plays a fully mediating effect,and non-negative media report don't have a mediating effect.In the second part,the empirical results show that marketing exploration and development have significant positive effects on firm performance,and the balance effect between them has a negative effect.The large data management technology has positive effect in marketing exploration and development and duality.Finally,according to the conclusion of this paper,we put forward the management inspiration and suggestions.