慈善捐赠的媒体关注与企业创新

Media Attention of Charitable Donations and Enterprise Innovation

慈善捐赠带来显著的媒体聚焦效应,有利于提升企业的合法性水平和树立负责任的公众形象,进而让企业获益。本文采用2008—2016年中国民营上市企业数据,揭示了慈善捐赠事件的媒体关注所产生的创新促进效应,并结合技术网络和政治声誉两方面的情境因素探讨慈善捐赠的媒体关注对企业创新的影响差异。研究发现,慈善捐赠的媒体关注通过强化企业发展的长期战略导向和吸引更多的技术资源,从创新意愿和创新资源两个方面促进了企业创新,区别媒体来源后研究发现,来自政府媒体的关注对于企业创新的促进作用更加明显。进一步研究发现,对于存在技术合作需求和具有政治声誉的民营企业,慈善捐赠的媒体关注对企业创新的促进作用更加明显。本文的研究丰富了经济转型背景下的技术创新理论,对理解新媒体环境下企业社会责任行为的经济后果具有重要的理论价值和现实意义。

Enterprises have a strong incentive to seek and obtain the attention and support from many stakeholders including the market and the government.Specifically,by actively publicizing their social responsibility behaviors,enterprises can improve the confidence of their investors,maintain corporate reputation and acquire key resources including brand,talent introduction and social trust.First of all,the media attention and focus on charitable donations will form a"brand effect"on private entrepreneurs,which can strengthen the long-term orientation of enterprise development,promote enterprises to pay more attention to projects that will affect their future development,and invest more resources in economic activities such as technological innovation and environmental protection.Secondly,more media attention of charitable donations can help enterprises to enhance organizational legitimacy,thus attracting and acquiring key resources from stakeholders to promote enterprise innovation.Therefore,the media attention of charitable donation drives enterprise innovation.From the perspective of situational factors,through the publicity of charitable donations,enterprises acquire more important opportunities for the establishment of technical cooperation network,improvement of technical cooperation quality and acquisition of external knowledge.Moreover,political reputation can convey to the outside world the information that the enterprise has been recognized by the government,so the public signal of the enterprise’s charitable donations strengthens the government-enterprise bond established by the political reputation,helps the enterprise to obtain the necessary production and innovation resources,and thus promotes the innovation activities of the enterprise.Based on the above analysis,this paper focuses on the private listed enterprises from 2008 to 2016,analyzes how the media attention of charitable donations influences enterprise innovation,and studies the situational factors of the impact of media attention of charitable donations on enterprise innovation from the perspective of technology networks and political reputations.This paper concludes that the media attention of charitable donations can promote enterprise innovation,and the investigation on the background different from news media shows that the attention from the government media plays a greater role in promoting enterprise innovation.Further research shows that in respect to enterprises that need to establish technical cooperation networks and political reputations,the media attention of charitable donations plays a greater role in promoting enterprise innovation.The contribution of this paper to the research is embodied in the following aspects:Firstly,focusing on the new perspective of"media attention of charitable donations",this paper studies the role of media,an important information medium,in promoting enterprise innovation.On this basis,this paper further reveals the economic effects and mechanism of action of the media attention of philanthropy,expands the research framework of related theory of the innovation and development,and enriches the research in the field of corporate social responsibility.Secondly,modern philanthropy cannot be separated from the involvement of media,because the publicity and supervision of the news media have become an important part of the modern philanthropic system.The conclusion of this paper provides scientific reference from the micro enterprise level for the government to formulate charity management policies and realize the win-win pattern between enterprise charity and innovative development,and provides important enlightenment for policy-makers.