The Influence Mechanism Of Corporate Social Responsibility And Stakeholder Communication Strategy On Corporate Reputation

Crisis management has always been an important topic in enterprise management,because the correct handling of crisis is of great significance to the maintenance of enterprise reputation.However,in recent years,negative news still accounts for a high proportion of corporate reputation events,indicating that the protection of corporate reputation after the crisis is still worth further exploration.This thesis combines management practice and related research to extract two research questions :(1)how to protect corporate reputation under the situation of product crisis?(2)what is the process mechanism between crisis management and corporate reputation? To answer these questions,this article combined with the situational crisis communication theory and attribution theory,on the basis of literature review,puts forward the corresponding theoretical model and research hypothesis,explores the product crisis scenario,before the crisis after the different performance of social responsibility and crisis enterprise by use of different communication strategy impact on corporate reputation,and also discusses the attribution of responsibility in the intermediary role.The main research method in this thesis is experimental research.In the process of data collection,the computer product was used as the experimental stimulus object,which was divided into two rounds of pre-experiment and formal experiment.The two independent variables were divided into different levels and 2 × 2 intergroup factors were used to simulate the situation of enterprise product crisis.The experimental data were collected after the subjects read the questionnaire containing experimental stimulus materials.After data collection,SPSS22.0 and its PROCESS plug-in program,MPLUS and other statistical software are used to conduct experimental control test on variables and relevant hypothesis test.The results show that :(1)under the situation of product crisis,CSR has a positive impact on corporate reputation.The higher the level of CSR,the better the corporate reputation.(2)in the context of product crisis,different stakeholder communication strategies have different impacts on corporate reputation,and the corporate reputation of participating strategies is better than that of responding strategies.(3)CSR and stakeholder communication strategies have no significant interaction on consumer responsibility attribution,nor do they have significant interaction on corporatereputation.(4)the attribution of responsibility plays an intermediary role between corporate social responsibility and corporate reputation,as well as between stakeholder communication strategies and corporate reputation.The research conclusion of this thesis has certain supplementary effect on crisis management,corporate social responsibility management and stakeholder communication,and also provides corresponding management enlightenment for enterprise crisis managers.Enterprises should pay more attention to fulfill their social responsibilities at ordinary times.After the occurrence of a crisis,enterprises should adopt more participatory strategies to communicate with consumers,so as to win their recognition and help enterprises successfully overcome the crisis.