Research On Media Attention And Charitable Donations Of Monopoly Enterprises

With the continuous development of the economy,corporate charitable donations have gradually become an indispensable force in social welfare.The state has also formulated a series of laws and policies related to corporate charitable donations.In addition,the public is paying more and more attention to the fulfillment of corporate social responsibilities.Corporate charitable donations,as their main way of fulfilling social responsibilities,have become the focus of attention from all walks of life.The academic research on charitable donations began in the 1970 s.Domestic research on corporate donations started relatively late.After the 2008 Wenchuan earthquake,the charitable donations of Chinese companies developed rapidly in my country and became a social activity for companies.It has gradually become a hot topic in academia.Scholars have extensively analyzed the motivations of corporate charitable donations.Corporate donation motives mainly include altruistic motives,political motives,management utility motives,and strategic motives.The strategic utility of corporate donations includes the role of reputation mechanism and enhancement of competitive advantage.And the current scholars’ research on the motives of corporate charitable donations stays in the classification of the nature of corporate property rights and the classification of corporate profits and losses.There is no research to classify the degree of corporate competition and explore the motivations of corporate donations with different levels of competition.In this context,this article puts forward the first research question: monopolistic companies have less concern about performance and competition,so why do they have to sacrifice their own interests to make charitable donations? In addition,when scholars analyze the economic consequences of corporate charitable donations,some researches on the economic consequences of corporate donations do not set a research background,and the other part is based on public crisis events.The conclusions of the two studies are not the same..The biggest difference between daily donations and donations in public crisis events lies in the attention of the media.This article also proposes a second research question: The donation behavior of companies in public crisis events is more concerned by the media.Will different media attention affect companies? The economic consequences of donations? Through the answers to the above questions,we explore the motivations of monopoly enterprises’ donations and the influence of media attention on the consequences of corporate donations,with a view to enriching relevant research in the field of corporate charitable donations and providing a new reference and reference for future research.In response to the above problems,this article first introduces the theory of social exchange,and explores the motives of monopoly companies for charitable donations through the case of China Unicom.Studies have found that monopolistic companies’ charitable donations may actually be social exchanges with the government and the market.The amount of corporate charitable donations is different,and the government and the market provide different levels of help to the companies.Compared with the years when the donation amount is small,when the accumulated donation amount of enterprises is large,the government may strengthen government subsidies and tax incentives in the future,and the enterprise’s labor market and product market environment may also be strengthened.Based on the agenda setting theory,this article selects China Unicom’s donation behavior in 2008 and 2014 as the research object to explore the impact of media attention on the economic consequences of corporate charitable donations.Research has shown that when corporate charitable donations receive greater media attention,as the number of corporate donation information reports increases,the media’s agenda setting function plays a role,and the public’s impression of the corporate donation behavior is deepened.The government The results of the exchange with the market and the company will also change.