Research On The Network Mobilization Mechanism Of Communicating Corporate Social Responsibility

With the development of economy and society as well as the innovation of new communication media brought by the Internet technology,corporates have become an indispensable subject of public communication for their advantages such as marketing communication technology and financial support.Corporates play an important role in mobilizing the public to participate in Corporate Social Responsibility activities.The purpose of corporates participating in Communicating Corporate Social Responsibility is to promote the development of social public welfare undertakings and improve their brand images.While the purpose of Communicating Corporate Social Responsibility itself determines that its communication process is also a process of social mobilization.To enrich the related theories of public communication and provide a certain guidance for the mobilization practice of Communicating Corporate Social Responsibility,studies of the network mobilization mechanism of Communicating Corporate Social Responsibility are being done.Based on the perspective of social mobilization,this study built the model of network mobilization mechanism of Communicating Corporate Social Responsibility step by step through the method of grounded theory research and in-depth interviews,focus-group interviews,participatory observation of original data encoding.The model depends on a certain environment of mobilization and has a real practical meaning.In the mechanism,enterprise is the core subject of mobilization,social public is the mobilization object,and various mobilization channels are another core elements.Under the influence of social cognition and potential risk,these three core elements are interactive with each other,forming the network mobilization mechanism of Communicating Corporate Social Responsibility.This study analyzes and explains the construction process of the mobilization mechanism and the core elements of the mechanism in different chapters,also explains the mobilization process by combining specific cases.In addition,it puts forward countermeasures for the future development of the existing through reflecting on the Communicating Corporate Social Responsibility and network mobilization.