Publication Type: Conference Paper/Unpublished Manuscript
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.