Research On The Corporate Response Strategies In Online Public Opinion Of Negative Corporate Social Responsibility Incidents

Internet technology has created a new era.It has greatly promoted the rapid development of social media platforms,made earth-shaking changes in the channels and methods of information dissemination and communication,and greatly enriched the way people socialize.As a result,a more complex new social network has been established.While creating benefits for the public,it also brings more new challenges to the society.In recent years,when negative corporate social responsibility(CSR)incidents such as "Baidu Wei Zexi" and "Changchun Changsheng Vaccine" have occurred in enterprises,the public can actively express their interests through social media platforms and form groups Forces put pressure on companies to take responsibility,which leads to online public opinion.On the one hand,negative CSR incidents will directly or indirectly bring certain loss of interests to the public,and even threaten the safety of the public;On the other hand,the online public opinion caused by negative incidents will also bring more serious losses to the corporate than the negative incidents themselves,affect the reputation and image of the enterprise,and even threaten the survival of the corporate.Sometimes,the purpose of calming the public opinion is not achieved,and even more,it will trigger a new round of online public opinion.Therefore,under such a background,it is of great significance to analyze the effectiveness of corporate response behaviors after the outbreak of online public opinion caused by negative CSR incidents,and to explore how companies can take response behaviors to effectively reduce the heat of public opinion and reduce the losses caused by public opinion.Based on stakeholder theory,situational crisis communication theory and life cycle theory,this paper conducts a quantitative study on the effectiveness of corporate response behaviors from the perspective of companies,taking corporate response behaviors in online public opinion of negative CSR incidents as the research object.Firstly,this paper analyzes the objects of the evolution of online public opinion and identifies the main stakeholders in the online public opinion of negative CSR incidents according to the "Mitchell scoring method",that is,netizens,the government and online media,and the companies involved and negative incident,constitute a system dynamics model for the response behavior of online public opinion to negative CSR incidents.Secondly,this paper selects the "Sanquan Dumpling African Swine Fever Incident" as a research case,and uses Python software to crawl the real data of the case on the relevant social media platform to verify the reliability of the model.On this basis,through the sensitivity analysis of corporate force,the effectiveness of corporate response behavior and its influencing factors in different stages of public opinion evolution were explored,and the following three conclusions were finally drawn:First,the stage of maximizing the effectiveness of the corporate’s response behavior in the online public opinion of negative CSR incidents is the outbreak period.The response behavior of corporate shows different degrees of effectiveness in different evolution stages.According to the simulation results,it founds that the outbreak of public opinion is the best time for corporate to exert force.At this time,improving corporate negative event handling behavior or corporate public opinion response behavior can quell network public opinion to the greatest extent.Among them,since the frequency of corporate public opinion response is more significantly affected by time,a timely and higher public opinion response frequency can effectively help companies stabilize netizens’ emotions in the first place and effectively alleviate the rise in the heat of online public opinion.The best time node is advanced to the incubation period of public opinion.Second,the quality of corporate negative incident handling and the degree of corporate information disclosure during the outbreak period of public opinion are the key factors influencing the effectiveness of corporate response behavior.According to the simulation results,during the outbreak period of public opinion,the best direction for the corporate negative incident handling behavior is the quality of the corporate negative incident handling,and the corporate can improve the "handling quality" to ensure that the results of the corporate’s negative incident handling can meet the demands and expectations of stakeholders,improve the effectiveness of corporate negative incident handling,and achieve the purpose of effectively quelling public opinion.The best direction of corporate public opinion response behavior is the degree of corporate information disclosure,that is,the higher the degree of information disclosure,the higher the effectiveness of corporate public opinion response behavior,which can effectively reduce the heat of public opinion.Third,the choice of behavioral strategies for corporate to respond to in the entire life cycle of public opinion evolution.According to the comparative analysis of the effectiveness of corporate response behaviors in the entire life cycle of public opinion evolution,it found that during the incubation period and the outbreak period of public opinion,corporate public opinion response behavior has a greater impact on public opinion evolution.The way corporate respond to public opinion can alleviate public opinion to a greater extent.When the public opinion enters the diffusion period and the subsidence period,there is no difference in the effectiveness of the two types of corporate response behavior.Therefore,the corporate can take appropriate response behaviors according to the actual situation and the public demands reflected by the public opinion.According to the above results,this paper provides a reference behavior strategy for corporate to effectively respond to the online public opinion of negative CSR incidents,helping corporate to rationally optimize the allocation of limited resources,fully and efficiently quell public opinion and reduce corporate losses.At the same time,it also provides ideas for the government in the process of quelling the online public opinion.