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NTIS 바로가기디지털융복합연구 = Journal of digital convergence, v.16 no.6, 2018년, pp.53 - 61
김나미 (남서울대학교 광고홍보학과) , 유승엽 (남서울대학교 광고홍보학과)
In this study, we investigated whether the model attributes of CSR ads (value addition, attractiveness, expertise, trustworthiness) affect the attitude of the company. We also examined the mediating role of message authenticity in the model attributes and corporate attitudes of CSR advertisements. T...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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CSR이 미치는 영향은? | 특히나 기술의 발달로 기업의 제품들 사이의 기능적 차이가 사라지면서 기업의 CSR활동은 초기의 금전적 측면의 단순기부, 자선 활동이 아닌 소비자의 반응을 일으켜 또 다른 구매로 이끄는 기업의 마케팅 전략적 수단으로 활용되고 있다. CSR 효과가 기업이 처한 환경에 따라 나타나지 않거나 부정적인 효과를 미칠 수 있다는 주장[2]도 존재하지만 대다수의 연구들은 CSR은 기업이미지, 상표태도, 구매의도 등과 같은 기업성과에 긍정적인 영향을 미치는 것으로 확인되었다[3]. | |
사회적 책임활동이란? | 사회적 책임활동(Corporate Social Responsibility,CSR)은 기업이 하나의 시민처럼 사회의 모든 문제에 대해 고민하고 해결하려는 노력을 통해, 적극적으로 기업이 속한 사회에 기여하며 또한 기업과 연관된 이해관계자들과 긍정적인 관계를 유지하고자 하는 활동으로 인식되고 있다. 이러한 CSR활동은 기업의 이미지와 평판뿐만 아니라 제품 구매의도에 까지 영향을 미치는 것으로 확인되고 있다[1]. |
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