Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Moderating Effect of Corporate Reputation: An ESG Performance Evaluation Perspective

기업 평판의 조절효과: esg 성과 평가 측면에서

  • Si Won-Lee (Dept. of Business Administration, Busan National University) ;
  • Dong Il-Kim (Dept. of Business Administration, Busan National University)
  • Received : 2024.11.15
  • Accepted : 2024.12.20
  • Published : 2024.12.28
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Abstract

This study investigates the impact of corporate ESG activities on firm value, focusing on the moderating role of ESG reputation. We distinguish ESG reputation from ESG performance and propose that it influences how information users interpret ESG information. Some users view ESG information positively as a long-term investment indicator, while others dismiss it as greenwashing. We argue that ESG reputation moderates the acceptance of ESG performance information, leading to either more receptive or critical interpretations. Using web crawling techniques to collect news reports as a measure of ESG reputation, we conduct a comprehensive assessment of public perception and media coverage of companies' ESG efforts. This research contributes to a more nuanced understanding of the complex dynamics between ESG activities, corporate reputation, and firm value, offering insights into how ESG reputation shapes the relationship between ESG performance and firm value.

이 연구는 기업의 ESG 활동이 기업 가치에 미치는 영향을 조사하며, ESG 평판의 조절 역할에 초점을 맞추고 있습니다. 우리는 ESG 평판을 ESG 성과와 구별하고, ESG 평판이 정보 이용자들의 ESG 정보 해석에 영향을 미친다고 제안합니다. 일부 이용자들은 ESG 정보를 장기 투자 지표로 긍정적으로 보는 반면, 다른 이들은 그린워싱으로 간주합니다. 우리는 ESG 평판이 ESG 성과 정보의 수용을 조절하여 더 수용적이거나 비판적인 해석으로 이어진다고 주장합니다. ESG 평판을 측정하기 위해 웹 크롤링 기술을 사용하여 뉴스 보도를 수집하고, 기업의 ESG 노력에 대한 대중의 인식과 미디어 보도를 종합적으로 평가합니다. 이 연구는 ESG 활동, 기업 평판, 기업 가치 간의 복잡한 역학 관계에 대한 더 미묘한 이해를 제공하며, ESG 평판이 ESG 성과와 기업 가치 사이의 관계를 어떻게 형성하는지에 대한 통찰을 제공합니다.

Keywords

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