Analysis for the Consumers' Cognition and Opinion about Corporate Social Responsibility(CSR)

기업의 사회공헌 활동에 대한 소비자 인식 분석

  • Ahn, Joo-Ah (Department of Broadcasting & Entertainment, Dongshin University) ;
  • Hwang, Kyong-Ah (Department of Journalism & Communication, Kyung Hee University) ;
  • Yoon, Shuk-Nyun (Department of Journalism & Communication, Gwangju University)
  • Received : 2011.08.31
  • Accepted : 2011.11.02
  • Published : 2011.11.15

Abstract

The goal of this study is to examine consumers' cognition for the corporate social responsibility(CSR) and opinion to practical use of CSR on advertising (ex. corporate PR) in situation that CSR is treated with long-term and continuous activity in strategic marketing. The results of survey in this study are, first, the best effective method of CSR to introduce is TV or radio program placed first, internet came second, and followed by advertising. But the cognition process of CSR is internet palaced first in frequency. Thus it is very important to use of new media as a internet with regard to CSR. Second, respondents have thought positively about CSR and to practical use of CSR on advertising. But respondents answered that CSR is not enough though it's importance. Therefore marketers of companies is needed to transfer direction of CSR accord with consumers' liking and taste. Third, consumers have recognized that CSR in connection with characteristics core business of the companies. It is, image of company is not detached with CSR, more effective that CSR reflected characteristics of the company. Fourth, consumers have thought to active for CSR that the companies they like. Finally, these results are showed that is important brand management and corporate image management in strategic and macroscopic level include CSR.