• Title/Summary/Keyword: CSR Advertisement

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Analysis of Causal Model Attributes of Model Affects to Corporate Attitudes in CSR Advertising: Message authenticity mediation effect (CSR광고의 모델속성이 기업태도에 미치는 인과모형분석: 메시지 진정성 매개효과)

  • Kim, Nami;Yu, Seung Yeob
    • Journal of Digital Convergence
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    • v.16 no.6
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    • pp.53-61
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    • 2018
  • In this study, we investigated whether the model attributes of CSR ads (value addition, attractiveness, expertise, trustworthiness) affect the attitude of the company. We also examined the mediating role of message authenticity in the model attributes and corporate attitudes of CSR advertisements. The results of the study are as follows. First, the value addition, attractiveness, and reliability of the CSR advertising model have a positive effect on the message authenticity of the CSR advertisement. Second, the attractiveness and expertise of the CSR advertising model have a positive effect on the attitude of the company. Third, the effects of the CSR advertising model on the value addition, attractiveness, and reliability are completely mediated by the message authenticity of the CSR advertisement. The results of this study suggest that it is effective to select the models with value addition, attractiveness, and expert image when producing CSR advertisements.

CSR Ad Strategy Based on Corporate Social Responsibility Theme, Model and Message Appeal (사회적 책임 활동 주제와 광고모델 및 메시지 소구방식에 따른 CSR광고 제작전략)

  • Yu, Seung-Yeob
    • Journal of Digital Convergence
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    • v.17 no.1
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    • pp.159-168
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    • 2019
  • The purpose of this study is to propose a strategy for creating an advertisement for Corporate Social Responsibility(CSR) based on the strategy of selecting an advertisement model in order to efficiently execute the advertisement of CSR. Data were analyzed by regression analysis. The results of this study are as follows: First, it is found that the value-relevance factors of the model are important regardless of the theme of CSR. In the economic field, the reliability of the model is important. But, the attractiveness of the model was more important in the environmental field. Second, it is effective to select a model with high value-relevance when selecting CSR advertising model. But, in the case of an expert, it is effective to select not only value addition, but also attractive and reliable models. Third, when producing CSR ads using emotional messages, it is important to consider the value and reliability of the advertising model. But, it is important to select the model considering the importance of the value and attractiveness of the advertisement model when producing the CSR advertisement using the informational message. It was found that it is very important to select a model that has a high relevance to the image of the social responsibility subject and the advertisement model when producing the social responsibility advertisement.

Influence of Experiences of Witnessing Tobacco Advertising and Preferences of Tobacco Companies' Social Responsibility on Current and Future Smoking Intentions in Adolescents (담배광고 목격경험과 담배회사의 사회공헌활동에 대한 선호도가 청소년의 현재 흡연과 미래 흡연의도에 미치는 영향)

  • Shin, Sung Rae;Shin, Sun Hwa;Lee, Bok Keun;Yang, Jin Hee
    • Research in Community and Public Health Nursing
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    • v.25 no.1
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    • pp.33-43
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    • 2014
  • Purpose: To evaluate the influence of experiences of witnessing tobacco advertising and preferences of tobacco companies' social responsibility (CSR) on current and future smoking intentions in adolescents. Methods: Data were collected from 700 adolescents living in Korea representing 7 metropolitan cities and 8 provinces in the method of proportional random sampling. The Gallup's data collection system was adopted using 1:1 face to face interviews. The witness of tobacco advertising was determined by 'yes', or 'no' responses to three survey items and to four survey items for preferences of tobacco CSR. For statistical analysis, ${\chi}^2$ test, Fisher's exact test and logistic regression were used. Results: 98.4% of the adolescents had experiences of witnessing tobacco advertising. POP (OR=103.44, 95% CI: 8.22~1301.45) and magazine advertisement (OR=6.07, 95% CI: 1.34~22.58) had a significant effect on their current smoking. Also, POP (${\beta}$=.24, p<.001) and movie advertisement (${\beta}$=.42, p<.001) had a significant effect on their future smoking intentions. As for the preferences of tobacco CSR, cultural-art support activities (${\beta}$=.15, p=.025) and environmental purifying campaigns (${\beta}$=-.15, p=.034) had a significant effect on their future smoking intentions. Conclusion: Witness of tobacco advertising and positive responses to tobacco CSR are associated with current and future smoking intentions in adolescents.

Developing a Scale for Measuring the Corporate Social Responsibility Activities of Korea Corporation: Focusing on the Consumers' Awareness (한국형 기업의 사회적 책임활동 측정을 위한 척도 개발 연구: 소비자 인식을 중심으로)

  • Park, Jongchul;Kim, Kyungjin;Lee, Hanjoon
    • Asia Marketing Journal
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    • v.12 no.2
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    • pp.27-52
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    • 2010
  • It is not new that today's business organizations are expected to exhibit ethical and moral management and to carry out social responsibility as a good corporate citizen. Since South Korea emerged as a newly industrialized country during the 1980s, Korean corporations have become active in carrying out their social responsibility as a good corporate citizen to society. In spite of the short history of corporate social responsibility, Korean companies have actively participated in corporate philanthropy. Corporations' significant donations to various social causes, no-lay-off policies, corporate volunteerism and green marketing are evidences of their commitment to corporate citizenship. Corporate social responsibility is now an essential management practice whereby corporation can strengthen its sustainable value creation processes by enhancing the trust assets underlying the relationships between the business and the stakeholders. Much of the conceptual work in the area of corporate social responsibility(CSR) has originated from researches conducted in the management field. Carroll(1979) proposed that corporations have four types of social responsibilities: economic, legal, ethical and philanthropic responsibility. Most past research has investigated CSR and its impact on consumers' attitudes toward the corporations and corporate performances. Although there exists a large body of literature on how consumers perceive and respond to CSR, the majority of past studies were conducted in the United States. The stability and applicability of past findings need to be tested across different national/cultural settings, especially since corporate social responsibility is a reflection of implicit conformation with the expectations and criticism that society may have toward a corporation(Matten and Moon, 2004). In this study, we explored whether people in Korea perceive CSR of Korean corporations in the same four dimensions as done in the United States and what were the measurement items tapping each of these four dimensions. In order to investigate the dimensions of CSR and the measurement items for CSR perceived by Korean people, nine focus group interviews were conducted with several stakeholder groups(two with undergraduate students, two with graduate students, three with general consumers, and two with NGO groups). Scripts from the interviews revealed that the Korean stakeholders perceived four types of CSR which are the same as those proposed by Carroll(1979). However we found CSR issues unique to Korean corporations. For example for the economic responsibility, Korean people mentioned that the corporation needed to contribute to the economic development of the country by generating corporate profits. For the legal responsibility, Koreans included the "corporation need to follow the consumer protection law." For the ethical responsibility, they considered that the corporation needed to not promote false advertisement. In addition, Koreans thought that an ethical company should do transparent management. For the philanthropic responsibility, people in Korea thought that a corporation needed to return parts of its profits to the society for the betterment of society. The 28 items were developed based on the results of the nine focus group interviews, while considering the scale developed by Maignan and Ferrell(2001). Following the procedure proposed by Churchill(1979), we started by developing an item poll consisting of 28 items and purified the initial pool of items through exploratory, confirmatory factor analyses. 176 samples were sued for this analysis. Confirmatory factor analysis was performed on the 28 items in order to verify the underlying four factor structure. Study 1 provided new measurement items for tapping the Korean CSR dimensions, which can be useful for the future studies exploring the effects of CSR on Korean consumers' attitudes toward the corporations and corporate performances. And we found the CSR scale(17 items) has good reliability, discriminant validity and nomological validity. Economic Responsibility: "XYZ company continuously improves the quality of our products", "XYZ company has a procedure in place to respond to customer complaint", "XYZ company contributes to the economic development of our country by generating profits", "XYZ company is eager to hire people". Legal Responsibility: "XYZ company's products meet legal standards", "XYZ company seeks to comply with all laws regulating hiring and employee benefits", "XYZ company honors contractual obligations to its suppliers", "XYZ company's managers try to comply with the law related to the business operation". Ethical Responsibility: "XYZ company has a comprehensive code of conduct", "XYZ company does not promote a false or misleading advertisement", "XYZ company seems to conduct a transparent business", "XYZ company does a fair business with its suppliers or sub-contractors". Philanthropic Responsibility: "XYZ company encourages partnerships with local businesses and schools", "XYZ company supports sports and cultural activities", "XYZ company gives adequate contributions to charities considering its business size", "XYZ company encourages employees to support our community". Study 2 was condusted for comprehensive validity. 655 samples were used for this anlysis. Collected samples were tested by factor analysis and Crnbach's Alpha coefficiednts and were found to be satisfactory in terms of validity and reliability. Furthermore, fitness of the measurement model was tested by using conformatory factor analysis. χ2=880.73(df=160), GFI=0.891, AGFI=0.854, NFI=0.908, NNFI=0.913, RMR=0.059, RMESA=0.070. We hope that CSR scale could greatly facilitate research on Corporate social resposibility, it is by no means the final answer.

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Analysis of Characteristics of Corporate Advertisements in TV and Digital Video Advertisements - Focusing on corporate advertisements from 2020 to 2021 (TV 및 디지털 영상광고에서 나타난 기업광고 특성 분석 - 2020년부터 2021년 기업광고를 중심으로)

  • Um, Namhyun
    • The Journal of the Korea Contents Association
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    • v.22 no.8
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    • pp.149-158
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    • 2022
  • For this study, a total of 297 TV advertisements and digital video advertisements were selected as analysis targets among domestic corporate advertisements executed for two years from 2020 to 2021. As a result of the content analysis, it was found that CSR public service advertisements, CSV advertisements, and ESG advertisements in 2020, when the corona pandemic began in earnest and ESG of companies emerged as a business management topic, showed a markedly higher execution frequency than in 2021. As a result of examining the distribution of corporate advertisement types by media, it was found that companies were executing various corporate advertisements through digital media rather than traditional media such as TV. As a result of examining the advertising appeal strategies according to the types of corporate advertisements, it was found that the emotional appeal strategy was most frequently used among the rational appeal, emotional appeal, and mixed appeal as a whole in corporate advertising. As a result of analyzing the advertisement model types according to the classification of corporate advertisements, it was found that corporate advertisements use a general model differently from brand advertisements. Lastly, as a result of examining the distribution of advertisement model types according to media types, it was found that the celebrity model is more frequently used in TV advertisements for digital advertisements.