摘要“企业社会责任”（CSR，Corporate Social Responsibility）一词起源于美国。一般认为，英国学者欧利文·谢尔顿在美国进行企业考察时，于1923年提出了“企业社会责任”的概念。进入21世纪，企业的社会责任演变为承担对多重利益相关者的责任，如对消费者、供应者、竞争者、所有者、员工、环境、社区，对以及政府等承担责任，其目的是实现企业和社会共同可持续发展。
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9Barbara Lyons, Kenneth Henderson, "Opinion Leadership in a Computer-Mediated Environment," Journal of Consurner Behaviour 5 (2005): 319.
10Sohn Youngju, “Opinion Leaders and Seekers in Online Brand Communities: Centered on Korean Digital Camera band Communities, ” Master Thesis: The Florida State University , Summer Semester (2005).
