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Netizens’ Evaluations of Corporate Social Responsibility: Content Analysis of CSR News Stories and Online Readers’ Comments
Unformatted Document Text:    1     Netizens’ Evaluations of Corporate Social Responsibility:   Content Analysis of CSR News Stories and Online Readers’ Comments      Abstract     Analyzing both CSR news stories and attached readers’ comments from the  online Korean newspapers, this study investigated the news coverage of CSR activities  and how the online readers interpret the CSR activities dependent on CSR types,  situations, and a degree of corporate fame.  Online readers more frequently expressed  opinions on and tend to be cynical toward crisis-related CSR and monetary donation type  of CSR.  Also, the more famous the companies are, the more likely there are cynical  opponents toward their CSR activities.  The study offers PR professionals in charge of  CSR valuable insights—CSR should be planned as a long-term strategy to restore the  impaired corporate reputation after a crisis, not as a mere form of corrective action.              Keywords: Corporate Social Responsibility, News, Readers’ Comments, Crisis      

Authors: Cho, Sooyoung. and Hong, Youngshin.
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1
 
 
Netizens’ Evaluations of Corporate Social Responsibility:  
Content Analysis of CSR News Stories and Online Readers’ Comments  
 
 
Abstract 
 
 
Analyzing both CSR news stories and attached readers’ comments from the 
online Korean newspapers, this study investigated the news coverage of CSR activities 
and how the online readers interpret the CSR activities dependent on CSR types, 
situations, and a degree of corporate fame.  Online readers more frequently expressed 
opinions on and tend to be cynical toward crisis-related CSR and monetary donation type 
of CSR.  Also, the more famous the companies are, the more likely there are cynical 
opponents toward their CSR activities.  The study offers PR professionals in charge of 
CSR valuable insights—CSR should be planned as a long-term strategy to restore the 
impaired corporate reputation after a crisis, not as a mere form of corrective action.  
 
 
 
 
 
 
 
 
 
 
Keywords: Corporate Social Responsibility, News, Readers’ Comments, Crisis  
 
 


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