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Effects of Organization-Public Relationship of Corporate Donation via SNS on Corporate image and Reputation

소셜네트워크서비스(Social Network Service) 기반 기부활동 기업에 대한 조직-공중관계성이 기업이미지와 기업 평판에 미치는 영향

  • 김정근 ((주)글로벌비즈니스코칭연구소)
  • Received : 2017.04.04
  • Accepted : 2017.06.20
  • Published : 2017.06.28

Abstract

The purpose of this study was to examine the effects of users' organization-public relationship of the donation activities of corporate via social network service on corporate image and reputation focused on social network service users. The subjects were 228 SNS users selected. The data were analyzed by the correlation analysis, reliability analysis and structural equation modeling analysis using SPSS 21 and AMOS 21 program. The results were as follow. First, Organization-public relationships influenced positively on corporate image. Second, Organization-public relationships influenced positively on corporate reputation. Third, Corporate image influenced positively on corporate reputation. These results will contribute to develop a marketing strategy via social network service of corporate.

Keywords

Social Network Service;Donation activity;Organization-public relationship;Corporate image;Corporate reputation

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