Research On The Influence Of Corporate Social Responsibility Characteristics On Corporate Reputation From The Perspective Of Social Media Capability

In recent years,many companies have short-sighted behaviors that pursue the maximization of interests and neglect the overall benefits of society,leading to a series of problems.Such as the windmill incident,food hygiene problems,lack of medical safety and so on.Enterprises have gradually realized the importance of fulfilling social responsibility activities for the long-term development of enterprises,and have begun to make many efforts in social responsibility.At present,enterprises mainly transmit corporate social responsibility information to stakeholders through the release of annual social responsibility reports.Limited by the release cycle and carrier of the CSR report,the CSR information cannot be transmitted to stakeholders in a timely and accurate manner.There are even stakeholder misinterpretations of corporate social responsibility efforts,and directly affect their evaluation of corporate reputation.The development of the Internet has spawned the creation of social media represented by Weibo,WeChat,etc.With its advantages in terms of information dissemination,timeliness and sociality,social media has quickly gained the favor of the majority of Internet users.Companies are also beginning to use social media to learn and absorb market knowledge,communicate with CSR,manage relationships with potential and current customers,and other stakeholders to improve their online reputation.But social media is a "double-edged sword".Can an enterprise's efforts to deliver social responsibility to stakeholders through social media can really improve a company's reputation?To what extent does social media promotion achieve the best results?Existing research focuses on exploring the role of social media in communicating corporate social responsibility information to stakeholders,but does not further elaborate on the relationship between the two and their combined effects on corporate reputation.Based on the above background and problems,this paper starts with the social media capabilities of the Internet era,analyzes its impact on the relationship between CSR activities and corporate reputation,and conducts in-depth discussions in light of the inherent nature of corporate social responsibility.Specifically,the study revolves around two issues:(1)Starting from the essence of corporate social responsibility,that is,the characteristics of corporate social responsibility,analyze whether the influence of different characteristics on corporate cognitive reputation and emotional reputation is consistent;(2)In-depth study of the influence mechanism of social media on the relationship between the two.This study uses a combination of case and empirical research methods.Through the research of four different industry case enterprises,it is proposed that the corporate social responsibility characteristics positively affect the reputation of the company,and the social media capabilities of the enterprise positively adjust the relationship between the two.And through the empirical research analysis to verify the research hypothesis,the empirical research conclusions are as follows:(1)The relationship between corporate social responsibility characteristics and corporate reputation.The characteristics of corporate social responsibility(CSR commitment,CSR level,CSR time selection and CSR relevance)are positively affecting the cognition reputation;The characteristics of corporate social responsibility(except CSR level)are positively affecting the emotional reputation.Today,with the increasingly homogenization and near standardization of corporate social responsibility reports,paying attention to the inherent nature of corporate social responsibility,that is,the characteristics of corporate social responsibility,can positively influence the reputation evaluation of stakeholders.However,in the disclosure of corporate social responsibility information,it is also necessary to use authenticity as a precondition to avoid the consequences of being too far behind.In addition,enterprises expect to be able to evaluate the higher reputation of their stakeholders,but also to be able to bear the higher expectations and requirements of stakeholders,and to be able to give back to stakeholders with a higher level of corporate social responsibility.(2)The role of social media capabilities.First,social media capabilities are positively regulating the relationship between CSR commitments to cognitive reputation,but the regulatory effect of CSR commitments to emotional reputation relationships is not significant;Second,social media capabilities are positively regulating the relationship between CSR relevance to cognitive reputation and emotional reputation;Third,social media capabilities negatively regulate the relationship between CSR levels to cognitive reputation and CSR time selection to cognitive reputation and emotional reputation.Today,with the growing social media,the disclosure of corporate social responsibility information is bound to rely on social media platforms.But social media is a double-edged sword,and its regulation of corporate social responsibility characteristics to corporate dual reputation is not the same.For example,the impact of CSR time selection on corporate reputation is challenged by social media.Due to the timeliness and proliferation of social media,when negative news occurs,it is highly likely that the reputation of the company will be affected before the company responds.This poses a greater challenge for the managers of the company in the crisis management.