新媒体时代企业社会责任对声誉修复的影响研究

The Influence of Corporate Social Responsibility Performance on Reputation Restoring Process in New Media Era:A Multi-Case Study Based on Corporate Crisis Events

与固有危机公关研究视角不同,通过对比分析新媒体时代3个典型事件涉及的4家企业之间横向和纵向的数据,探讨了企业社会责任在声誉危机事件爆发和声誉修复过程中的作用机制。研究发现,新媒体时代企业因社会责任缺失行为导致声誉危机事件爆发的可能性越来越大,危机事件进而导致企业认知声誉和情感声誉下降;企业可通过"展示—弥补—扩展"过程,从被动响应到主动担当,以拯救、恢复和重建自身声誉;其中,较之于认知声誉,情感声誉更难修复;同时,声誉修复受到行业整体声誉的影响。由此,受行业、情感等多种因素的影响,企业的声誉并非总能恢复。

Being different with the inherent research view of crisis public relationship,this research applied the method of case study to analyze corporate social responsibility performance and reputation repairing process based on the view of CSR.By choosing three representative events involving4 enterprises,this research explored the function mechanism of CSR in the occurrence and restoring process of reputation crisis events by horizontal and vertical comparison among cases.It is concluded that the possibility of breakout of corporate reputation crisis events becomes increasingly stronger in new media era,and these events cause the decline of corporate cognitive reputation as well as emotional reputation;corporate can rescue,restore and rebuild its reputation from passive to active response through ＂show—make up—extension＂process.Furthermore,compared with cognitive reputation,emotional reputation is much more difficult to be restored and requires more cost and effort.