Research On The Characteristcs' Impact Of The Top Management Team On Corporate Social Responsibility Communication

With the development of the globalization,corporate social responsibility has become an important part of gaining competitive advantage for enterprise.When corporates pursue their own interests and maximizing the interests of shareholders,they need to meet the demand of other stakeholders such as customers,suppliers,community and etc.,and undertake corresponding social responsibility at the same time,to create a stable environment for enterprise's long-term development.With the Internet and other multimedia more and more convenient,corporates which were not integrity,not moral quickly has been exposure.Stakeholders whose safety awareness enhanced pay more attention to corporate social responsibility activities,causing a certain pressure to the enterprise,and thus stimulate the enterprise's demand of resources and the legitimacy.Therefore,it makes the corporates pay more attention to using the report of corporate social responsibility,corporate annual reports and official website and other channels to strengthen communication with stakeholders.In the past,the study of corporate social responsibility communication by scholars mainly focused on corporate characteristics and corporate governance,etc.,ignored the role of the corporate top management to a certain extent.In fact,the strategies of a corporation are mainly from the top management team.The social responsibility communication between stakeholders and corporates can not work effectively without top management team.Thus,this article study corporate social responsibility communication based on the top management team,so as to expand the range of factors which influence the social responsibility communication.This paper is based on upper echelons and stakeholders theory,using the top management team characteristics reflect the cognitive basis and values of executive layer,which means that combining the top management team characteristics with corporate social responsibility communication to study the relationship between the both.The paper chose A-share listed corporations in the Shanghai stock exchange and the Shenzhen stock exchange as the sample.Then the paper selected some top management team characteristics to study its impact on corporate social responsibility communication by multiple regression analysis.Empirical studies have found: the size,average age,the proportion of female members,the proportion of members who have oversea return background and heterogeneity salary of the top management team have significant effect on the corporate social responsibility communication;The averagesalary,average tenure and the proportion of members who have political background have no significant effect on corporate social responsibility communication.The enterprise nature has a significant moderating effect on the relationship between the heterogeneity salary,the proportion of female members,the proportion of the members who have overseas return background and political of the top management team and the corporate social responsibility communication.Finally,this paper provide some suggestions about how to improve social responsibility communication.