스포츠조직의 위기유형과 위기대응 커뮤니케이션 전략의 효과 검증: CSR활동의 조절효과를 중심으로

방신웅 ( Shinwoong Bang ),황선환 ( Sunhwan Hwang ) 한국스포츠산업경영학회 2016 한국스포츠산업경영학회지 Vol.21 No.3

본 연구는 상황적 위기커뮤니케이션 이론(SCCT)의 이론적 공백을 보완하기 위하여 위기책임성과 위기대응 커뮤니케이션 전략의 상호작용효과를 사회적책임활동이 조절하는지를 검증하기 위하여 실시되었다. 구체적으로 사회적책임활동 정도가 낮게 인식되는 조직은 위기책임성이 높은 위기상황에 노출되었을 경우 수용적으로 대응할 때 조직에 대한 태도가 높을 것이나 책 임성이 낮은 위기상황에 노출되었을 경우에는 방어적으로 대응할 때 조직에 대한 태도가 높을 것으로 예측하였다. 반면 사회 적책임활동 정도가 높게 인식되는 조직은 위기책임성이 높은 위기와 낮은 위기상황 모두 방어적으로 대응할 때 조직에 대한 태도가 높을 것으로 예측하였다. 가설검증을 위해 2(사회적책임활동: 고/저) × 2(위기책임성: 고/저) × 2(위기대응전략의 책임 수용성: 수용적/방어적) 피험자간 요인실험설계를 실시하였다. 연구결과 사회적책임활동 정도는 위기책임성과 위기대응 커뮤 니케이션 전략의 상호작용효과를 조절하는 것으로 나타났다. 이러한 연구결과에 대한 이론적, 실무적 시사점을 논의하였고 향 후 연구방향에 대해 제시하였다. This research has been conducted to verify the moderating effect of the corporate social responsibility level on interaction effect between crisis responsibility and crisis response communication strategy in order to supplement the limitations that the SCCT holds. The hypotheses for this research were divided into major categories: low or high level of corporate social responsibility recognition among the organizations. The prediction was that the attitude towards the organization, with low corporate social responsibility recognition, would be positive when accommodative communication strategies are taken in high crisis responsibility situations. When defensive communication strategies are taken in low crisis responsibility situations, it has been predicted that the attitude towards the organization would be positive. The prediction for organizations with high corporate social responsibility recognition, a defensive communication strategies would be more a positive attitude towards the organization than accommodative communication strategies in both low and high crisis responsibility situations. In order to verify the hypothesis, a 2(corporate social responsibility: low/high) x 2(crisis responsibility: low/high) x 2(crisis response communication strategy: accommodative/defensive) between-subject factorial design was conducted in the study. The results have supported all the hypotheses suggested in the research. Implications, limitations and future research direction are discussed.

위기 커뮤니케이션 전략과 공중의 메시지 수용 -군사적 충돌 상황에서 책임귀인의 매개효과

김형진 ( Hyung Jin Kim ),김경모 ( Kyungmo Kim ) 한국PR학회 2016 PR연구 Vol.20 No.2

The purpose of this study was to examine the influence of crisis communication strategy on public’s message acceptance, focusing on the mediating effects of crisis responsibility attribution in the military collision situation. Independent variable was crisis communication strategies (defensive vs. accommodative), dependent variables was public’s strategy message acceptance, and mediating variable was responsibility attribution(moral and actual). Results show that people perceive lower moral responsibility attribution when military use defensive strategy rather than accommodative strategy. Futhermore, the more moral and actual responsibility attribution people perceive, the less people accept the message from the military. However, the effect of defensive strategy on public’s message acceptance was found only when it was mediated by moral responsibility. Therefore, moral responsibility attribution worked as a complete mediator between crisis communication strategy and message acceptance. Theoretical implications of the relationship among the crisis communication strategy, moral responsibility attribution, and the public’s message acceptance were also discussed.

DIGITAL COMMUNICATION OF CORPORATE SOCIAL RESPONSIBILITY: PECULIARITIES AND PERCEPTIONS WITHIN LUXURY FIRMS

Fabrizio Mosca,Cecilia Casalegno,Chiara Civera 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction In the last decade, the concepts of responsible or sustainable luxury (Vigneron & Johnson 2004; Bendell & Kleanthous, 2007; Kapferer, 2010; Janssen, Vanhamme, Lindgreen & Lefebvre, 2014) and digital or online luxury (Kim & Ko, 2010; 2012; Okonkwo, 2005; 2009; 2010; Mosca, Civera & Casalegno, 2018) have started receiving considerable attention, as separate areas of study. Scholarship shows that communicating CSR is more and more of a strategic decision (Sen & Bhattacharya, 2001) that needs to balance promises and performances of social instances (de Ven, 2008; Pomering & Donilcar, 2009; Hur, Kim & Woo, 2014;) and to impact on the audience positively through content, placement and motives of CSR messages (Jahdi & Acikdilli, 2009; Du, Bhattacharya, & Sen, 2010). Furthermore, with the explosion of digital contents and use, communicating CSR is even more challenging and firms increase their exposure to judgments of their real conduct (Christodoulides, Jevons & Blackshaw, 2011). Luxury players make an interesting case of investigation for the digital CSR communication, as they are peculiar both in the use of the online and in the implementation and communication of CSR (Vigneron & Johnson 2004; Bendell & Kleanthous, 2007; Kapferer and Bastien, 2009; Janssen et al., 2014). Despite some exploratory researches underline that luxury consumers are not so likely to see consistency between luxury and CSR (Davies et al., 2012) and yet, the communication of those activities can turn their perception negatively (Torelli et al., 2012), latest findings from empirical studies on luxury consumers show a growing interest in the communication of sustainability on the online (Janssen et al., 2014). However, few studies consider how consumers react and modify their perception in regard to CSR messages spread online, within luxury markets. This research has twofold aims. Firstly, it investigates the state of the art of leading international luxury players‟ CSR digital communication through the application of a theoretical framework developed by the authors for qualitative analysis of digital CSR communication contents, placement and purpose. Secondly, it explores luxury consumers‟ perception over specific digital CSR communications in order to verify whether and if there is consistency between CSR digital communication and consumers‟ reactions within luxury markets as well as underline emerging peculiarities in the way CSR is – and is expected to be – communicated online by luxury players. Theoretical development Creating experiences on the online became the imperative for luxury players (Okonkwo, 2010). This need is strengthened by luxury consumers, who are more willing to take part in the process of sharing brands‟ values through the online platforms, in a challenging multi-channel logic (Rifkin, 2000; Mosca et al., 2013). Luxury players seem to strive more than others to modify and integrate their products offer and communication on the online, because they have to adapt to a “pop” culture without losing their unique character and exclusivity (Aiello & Donvito, 2005) that can be, as some scholars suggest, identified with certain characteristics of sustainability and social responsibility (Janssen et al., 2014). The main contribution of this study is to allow a convergence between “responsible luxury” and “online luxury” by advancing the theoretical understanding of digital CSR communication within luxury markets, in terms of peculiarities, customers‟ perceptions and effectiveness. Research Design The study makes use of a theoretical framework for qualitative evaluation of web CSR communication previously developed by the authors, that is, in the context of the present research, enriched to include a qualitative investigation of all digital CSR messages (including web and social media). Firstly, the study applies the framework to 100 International luxury brands (representative of the principal luxury fashion-related personal products categories) selected from luxury reports by Deloitte, Reputation Institute and Interbrand in order to qualitative evaluate contents, placement and purposes of digital CSR messages. The qualitative evaluation is developed by the authors through the identification of KPIs reflecting the themes emerged in the framework, analysis of their frequency and Chi square test. Secondly, the study involves 400 luxury consumers within mature markets, who are tested around their perception of digital CSR communication of luxury players. The investigation over their reactions and perception of digital CSR messages is conducted through an online questionnaire and several focus groups. Statistical regression model, t-stat and comparison among the responses provided by consumers through the survey are conducted to analyse responses and match the data. Results and Conclusion Results show the that majority of the investigated players are extensively considering CSR as a core digital strategy, pointing out the growing communication of luxury goods that increased sustainability and social responsibility throughout the whole supply chain. The investigation on customers‟ perception outlines some discrepancies between players‟ communication and customers‟ reactions, showing several cases of misjudgements. On the one hand, some players fails in achieving customers‟ expectations and the actual raking of their digital CSR communication does not match the level of given perception. On the other hand, some digital CSR communications succeeds in creating positive overreactions, despite having previously evaluated as the minimum requirement as for CSR implementation and communication. Accordingly, some suggestions to managers are developed, not just around the three considered attributes of digital CSR communication (content, placement and purposes) but also around the context of buying behaviours linked to the core business and the brand values, which can be, somehow, strongly associated with sustainability and social responsibility. In particular, it emerges that luxury digital CSR communication is expected to be an integrated strategy between online and offline channels, focused upon facts, numbers, performances and results of CSR that should show high coherency with the luxury core business.

정부의 공공서비스 위기 대응에 대한 국민의 평가위기 커뮤니케이션 전략과 감성적 소구, 쟁점 관여도, 정부 책임성이국민의 커뮤니케이션 수용과 정부신뢰에 미치는 영향

박경희 한국PR학회 2013 PR연구 Vol.17 No.3

Government crisis has occurred more frequently, and its occurrence pattern is ever evolving. It’s about time that a research showing what kind of communication the government should implement by empirically verifying people’s acceptance attitude for the government’s crisis response communication strategies is urgently needed. This study has tried to clarify the question “How do people evaluate the government’s crisis response communication message?” based on the SCCT(Situational Crisis Communication Theory, Coombs & Holladay). The study was carried on by the method of on-line experimental design using structured experimental questions by commissioning to an on-line research company from April 23 till May 2. The responses from the total 565 general public between their twenties to fifties living in the capital area selected by the method of percentage quota probability sampling bases on the census of population have been used in the final statistical analysis. The design of experiment was composed of between-subject design of 3 (3 types of crisis communication strategy) x 2 (existence/nonexistence of emotional appeal) x 2 (high/low government responsibility). The total two crisis situation scenarios for power and waterworks were used to improve the possibility of generalizing experiment result. Firstly, the effect of persuasion of the public of the ‘rebuilding’ message referencing correction of behavior and compensation together under the crisis where the government responsibility was high was proved. Secondly, ‘apology’ did not show any significant persuasion effect compared to other strategies in both cases of high or low government responsibility. Thirdly, under the crisis where government responsibility is low, the acceptance of message without including emotional appeal was higher contrary to the forecasted direction of the hypothesis. Fourthly, the research result showed that there was a significant two-dimensional interaction effect between crisis communication strategy and emotional appeal and also a significant three-dimensional interaction effect between crisis communication strategy, emotional appeal and issue involvement under the scenario where the government responsibility was low. Fifthly, the research result showed that the people accepted the crisis message published by the government better when the crisis responsibility of government is low and positively evaluate the government credibility. 정부에 위기가 발생했을 때 “어떠한 전략적 관점에서 어떠한 메시지로 국민과 소통해야 하는가?”에 대해서는 실증적인 연구결과를 반영한 가이드라인이없어 마련이 시급하다. 본 연구에서는 쿰즈와 할러데이의 ‘상황적 위기 커뮤니케이션 이론(SCCT)’을 토대로 국민이 정부의 위기 대응 메시지를 어떻게 평가하는지 검증하기 위해 일반국민 20∼50대 총 565명을 대상으로 온라인 실험을실시하였다. 3(전략 3유형)×2(감성적 소구 유/무)×2(정부 책임성 저/고)의 개체 간 실험이 설계되었으며, 전기와 상수도 2개의 위기 시나리오가 사용되었다. 연구결과, 첫째, 정부 책임성이 높은 위기에서 행동시정과 보상을 함께 언급한‘개선’ 메시지의 공중 설득 효과가 입증되었다. 둘째, 예상과 달리 정부의 책임성이 높고 낮은 경우 모두에서 ‘사과 전략’은 타 전략들과 비교해 유의미한 설득효과를 보이지 않았다. 셋째, 정부책임성이 낮은 위기에서 가설의 예측 방향과반대로 감성적 소구가 없는 메시지에 대한 공중 수용도가 더욱 높게 나타났다. 넷째, 정부 책임성이 낮은 위기에서 위기 커뮤니케이션 전략과 감성적 소구, 쟁점 관여도 간에 삼원 상호작용효과가 유의미하게 나타났다. 다섯째, 국민들은정부의 위기 책임성이 낮을 때 정부가 발표한 위기 메시지를 더욱 잘 수용하고정부신뢰도 더 긍정적으로 평가하는 것으로 나타났다.

CORPORATE SOCIAL RESPONSIBILITY INITIATIVES INFLUENCE CUSTOMER AWARENESS AND EMPOWERMENT

Sandra Maria Correia Loureiro,Jo?o Lopes 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction The traditional approaches on corporate social responsibility communication are revealing to be unable of raising awareness and increasing stakeholders’ empowerment, often failing to improve positive relationships with consumers. In this study, the digitally co-created CSR activities will be explored using a more general approach, which will also take into consideration these philanthropic activities, i.e. the activities where companies invite stakeholders to participate in the resolution of a social issue but without asking them to buy the brand’s products. Moreover, in the present study, interactivity and freedom of cause' choices are both believed to be two mechanisms that play a key role in generating more empowered stakeholders, with increased propensity for participating in co-created CSR initiatives. Therefore, it is important to analyse digitally co-created CSR activities since it may represent a major opportunity for organizations to add value and meaning to stakeholders (and even for society at large), where the two parties work together to solve a social issue. Theoretical development The World Business Council for Sustainable Development (WBCSD, 1999) defined Corporate Social Responsibility as the “continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large.” Although previous findings regarding the financial implications of CSR might have been ambiguous, there is an increasingly acceptance about the positive outcomes these activities have in building brand equity, brand image (Esmaeilpour & Barjoei, 2016), in improving reputation, trust and loyalty among consumers (Stanaland et al., 2011) and in the willingness consumers have to purchase and possibly even paying higher prices for products of firms with more CSR engagement (Servaes & Tamayo, 2013). Additionally, with consumers’ and other stakeholders’ (e.g., employees, channel partners, regulators) increasing expectations that organizations should behave in socially responsible ways (Mishra & Modi, 2016), CSR has become an integral part of business practice over the last years, with many firms dedicating a section of their annual reports and corporate websites to CSR activities (Servaes & Tamayo, 2013). Arrillaga-Andreessen (2016) notes that the new generations seem to have social consciousness embedded in their DNA. They are united in wanting to do more than acquire material riches and measure success by their ability to transform the lives of others. Their question is not “What do I want to be when I grow up?” but “How will the world be different because I lived in it?”. In Euromonitor’s Top 10 Global Consumer Trends for 2015, Consumer Trends Consultant Daphne Kasriel-Alexander states that consumption is increasingly being driven by the heart: consumers are making choices defined by their positive impact on the world and community. Despite the strong interest in CSR activities, particularly in its outcomes, in firms’ value and branding, there is yet little research and empirical studies regarding the effects of these activities in a social media context. This exploratory research aims to fill this gap, by focusing on the branding outcomes a CSR activity can generate while communicated in Social Networking Sites (SNS) and using participatory approaches. Some researchers already found it questionable how stakeholder dialogue and engagement through corporate websites and CSR reports are accomplished and if they necessarily lead to greater stakeholder participation (Chaudhri, 2016). Thus, one of the research objectives is to examine if using a participatory CSR activity in social media rather than (or, at least, combined with) the traditional approach of communicating CSR performance on firms´ annual reports can generate greater outcomes for brands, especially by testing if these activities can raise awareness, increase participation and empowerment levels. Some authors (Du et al., 2010) found two key challenges regarding CSR communication: the first one is the need for higher levels of awareness, as several researchers already found that a company can only benefit, enhance critical branding outcomes and even increase firm value through CSR activities if it has a high advertising intensity. These activities have low or negative impact on firm value for firms with low advertising intensity, sometimes with costs outweighing the benefits, as the lack of customer awareness about CSR activities represents a major limiting factor for their ability to respond to such activities (Servaes & Tamayo, 2013). Thus, Sen et al. (2006) argue that to reap the positive benefits of CSR, companies need to work harder at raising awareness levels. Although not every firm might experience high levels of awareness (since not every organization can support high advertisement intensity or already have strong branding), this research responds to the call for further research by “exploring channels available for dissemination of CSR activities” (Servaes & Tamayo, 2013:1059), in particular, the social media channels, and by providing new research on “the extent to which these new social and communicative arrangements are being realized by organizations and stakeholders and the attendant implications for CSR communication”, as it currently represents an “evolving area of investigation” (Chaudri, 2016, p.422). Therefore, once it is recommended that companies work on increasing CSR awareness levels, social media sites, such as Facebook, can be powerful channels not only due to its popularity and vast audience reach at a much lower cost, but also due to the opportunities consumers’ word-of-mouth can create (Du, Bhattacharya, & Sen., 2010). The second challenge is concerned with minimizing stakeholder scepticism. Stakeholders quickly become suspicious of the CSR motives when companies aggressively promote their CSR efforts (Du, Bhattacharya, & Sen, 2010). Communicating CSR is a very delicate matter. It requires a certain sensitivity and balance, where organizations face the paradox of demonstrating social responsibility without communicating it blatantly, and being simultaneously credible, informative, and engaging (Chaudri, 2016). There’s also no room for inconsistencies, as CSR is all about being selfless and charitable, the need for transparency and honesty is a must, since on one hand, these activities can have a backlash effect if stakeholders become suspicious and perceive predominantly extrinsic motives in companies’ social initiatives (i.e. when the company is seen as attempting to increase its profits) and, on the other hand, stronger attributions to genuine concern are likely to be associated with more positive reactions towards the company, both internally and behaviourally (Sen et al., 2006). Kesavan et al. (2013) also found that social media is increasingly perceived by consumers as a more trustworthy source of CSR information than traditional media tools (e.g., TV and advertising). Based on above argumentation we formulate: H1: Online co-created CSR activities have greater potential for raising awareness than the traditional communication channels. H2: Online participatory CSR activities can increase consumers’ empowerment levels. Research design Globally, the questionnaire is composed of 28 questions, separated into three sections. The first section is composed by 14 questions that measured social networking usage, current CSR awareness levels, general use of the traditional CSR communication channels, current level of control felt by respondents towards CSR activities, the empowerment felt after companies adding cause choice freedom and respondents’ attitudes towards the effectiveness and outcomes of participatory CSR initiatives. The second section of the questionnaire consists in 10 questions regarding a real CSR initiative, implemented in March 2016, by one of the biggest Portuguese retailers - Continente. After a brief contextualization, the questions measured activity recall rate, participation rate, reasons to (or not to) participate, WoM dissemination rate (or propensity), perception of brand image after the initiative and attitudes towards online co-created CSR initiatives (acceptance levels). The third and last section contained 4 questions regarding socio-demographic measures, namely: nationality, age, gender and educational level. The launch of the questionnaire comprises two stages: for the first stage, it is prepared a pre-test of the questionnaire, which was the pillar for the second and main stage: the online questionnaire. Pre-testing is a method to evaluate in advance if a questionnaire causes misunderstandings, ambiguities, or other difficulties with instrument items to respondents, helping researchers minimizing future errors. During the pre-test stage, a total of 10 people is selected to be monitored while responding to the first draft of the questionnaire. This stage provided important insights about each one of the questions previously elaborated, allowing for reviewing and refining them, as well as adding more questions that revealed to be relevant for the study. As for the second stage, the online questionnaire was launched in social networks - Facebook, Instagram and LinkedIn - and in an international forum - Reddit, from 18th of June of 2017 to 01th of August of 2017. Results and conclusions Findings from 322 valid responses provide clear evidence that co-creating socially responsible activities in social media can indeed increase not only the awareness for such actions, but also increase empowerment, participation levels, positive word-of-mouth dissemination, and reinforce consumer-brand ties in the process. Currently, individuals feel very low control regarding the process and the outcomes of CSR initiatives, and that by providing interactivity experiences and adding freedom of cause choice, organizations can increase stakeholders’ empowerment levels, consequently enhancing participation, one of the dimensions of consumer engagement. Online users are starting to connect with their preferred brands in social media and are demanding interactive experiences. Although SNS presents many opportunities for brands to guarantee that they remain relevant to its consumers and other stakeholders, the findings imply that social media remains unexplored as a CSR communication channel by organizations. Considering that the traditional communicating channels used to inform shareholders about these initiatives have a very low adherence by the general public and that they are failing to provide more awareness to CSR activities, brand managers need to devise different strategies for the optimal communication of these initiatives in new channels, which have higher potential to result not only in improved attitudes and brand image, but also in the increased intent of stakeholders to commit personal resources (e.g., money, time, etc.) to the benefit of the company, in a near future. Even for the users who do not follow brands in their SNS, for example, companies can still use SNS tools such as targeted posts (i.e. promoted posts that appear in target users’ feed), to ensure that their awareness and relevance levels remains significant, especially when companies are seeking for users with specific interests.

종업원과의 관계 관리 도구로써 기업의 사회적 책임의 효과: 지각된 CSR 진정성의 조절효과를 중심으로

전광호,김성진 한국유통경영학회 2018 유통경영학회지 Vol.21 No.6

The purpose of this study is to confirm the effect of corporate social responsibility as a relationship management with employee. Additionally, a moderating effect of authenticity between corporate social responsibility and relationship quality with employee will be verified. To achieve this purpose, a review of previous studies and a empirical test is conducted about corporate social responsibility, relationship quality, job satisfaction, and authenticity. The result of empirical test, employee perception of corporate social responsibility and authenticity have positive effects on relationship quality. Also, relationship quality between employee and corporation is better, then job satisfaction is increased. It is confirmed authenticity is a moderating variable between corporate social responsibility and relationship quality. The result of this study show authenticity is very important variable on corporate social responsibility related studies. In the future, authenticity can be used variously in studying about corporate social responsibility. Practically, it is shown that a recognizing process of authenticity along with corporate social responsibility performance is important. Authenticity itself improves relationship quality and increases the effect of corporate social responsibility on relationship quality. It means corporations have to conduct various communication strategies in order to get recognition from employees, then corporations get better performances. In a future research, it needs to research about how to deliver authenticity and corporate social responsibility performance more effectively and efficiently. 본 연구의 목적은 기업의 사회적 책임 활동이 종업원들과의 관계 관리에 얼마나 효과적인지를 확인하고, 그 과정에서 종업원들이 지각하는 진정성의 수준에 따라 그 효과가 어떻게 달라지는지 확인하고자 한다. 마지막으로 기업의 사회적 책임 활동으로 인해 향상된 종업원들과의 관계의 질이 종업원들의 직무 만족도에 어떠한 영향을 미치는지 확인해 보고자 한다. 이를 위해 기업의 사회적 책임 활동과 관계의 질, 직무만족도, 그리고 진정성과 관련된 기존 연구를 확인하고 이들 사이의 관계를 실증분석을 통해 확인해 보았다. 실증 분석을 통한 가설 검증 결과, 종업원들이 지각하는 기업의 사회적 책임 성과와 진정성은 관계의 질에 긍정적인 영향을 미치는 것으로 나타났다. 또한 종업원과 기업의 관계의 질이 좋을수록 직무만족도가 향상된다는 기존 연구 결과 역시 다시 확인할 수 있었다. 그리고 진정성이 기업의 사회적 책임 성과와 관계의 질 사이에서 조절변수의 역할을 수행한다는 사실 역시 확인할 수 있었다. 이러한 연구 결과는 기업의 사회적 책임 관련 연구에서 진정성이라는 요인이 매우 중요한 요인임을 보여준다. 향후 기업의 사회적 책임 관련 연구에서 진정성이라는 요인을 보다 다양하게 활용하는 노력이 필요할 것을 보인다. 실무적으로는 기업의 사회적 책임 활동과 더불어 진정성을 종업원들에게 인정받는 과정이 매우 중요함을 보여주고 있다. 진정성은 그 자체로도 기업과 종업원의 관계 향상에 도움이 될 뿐만 아니라 기업의 사회적 책임 성과가 관계의 질 향상에 미치는 영향력의 크기도 더욱 크게 만드는 역할을 한다는 사실을 확인할 수 있었다. 이는 향후 기업들이 사회적 책임 활동에만 집중하기 보다는 진정성을 인정받기 위한 다양한 커뮤니케이션 전략이 함께 수행되어야 더 나은 성과를 얻을 수 있음을 의미한다. 향후 연구에서는 진정성과 기업의 사회적 책임을 어떻게 보다 효과적이고 효율적으로 종업원들에게 전달할 수 있을지 커뮤니케이션 실행 방안에 대한 연구가 진행될 필요가 있다.

연구논문(硏究論文) : 조직에 대한 사회적 책임 도입 방안 -ISO 26000의 실천지침을 중심으로-

이동원 ( Dong Won Lee ) 단국대학교 법학연구소 2011 법학논총 Vol.35 No.1

A guidance on putting social responsibility into practice in every organization is needed for the effective commitment of it. There could be three elements which ISO 26000 releases for the integration of social responsibility throughout the organization as follows: the organization itself, the stakeholders, and the review and improvement of performance of voluntary initiatives. In the first place, the organization has to be aware of the relationship of its characteristics to social responsibility, understand its social responsibility, determine relevance and significance of core subjects and issues to it with the due diligence, assess its sphere of influence, and raise awareness and building competency for social responsibility. In the second place, it is indispensible for the organization to communicate with its stakesholders within its sphere of influence including relevant and significant dialogue about social responsibility. Communication is critical to many different functions in social responsibility, and the organization is able to enhance credibility with the informations relating to social responsibility which are complete, understandable, responsive, accurate, balanced, timely, and accessible. In the third place, ongoing monitoring or observation of activities related to social responsibility and reviewing the organization`s progress and performance can help it enhance the reliability and improve the performance. Finally, the guidance on ISO 26000 social responsibility shows that these paradigms are essential for the organization to be leaded to the voluntary initiatives for social responsibility, and above all, the open-minded commitments of the members of that organization are requisite for the integration of social responsibility throughout the organization.

지방자치단체 위기 대응에 있어 위기 책임성이 메시지 수용도와 지방자치단체 신뢰도에 미치는 영향 정치 성향별 위기 커뮤니케이션 전략, 매체 유형의 조절된 매개 효과를 중심으로

이종선,최유진 한국PR학회 2020 PR연구 Vol.24 No.5

본 연구는 위기 커뮤니케이션 연구에서 SNS 매체의 중요성을 고려하여 위기 책임성이 메시지 수용도를 통해 지방자치단체(지자체) 신뢰도에 미치는 영향에 대한 매체 유형과 위기 커뮤니케이션 전략의 조절된 매개효과를 알아보았다. 더불어 정치 성향에 따라 조절된 매개 효과가 어떻게 달라지는지 살펴보았다. 방법성인 727명을 대상으로 2(위기 책임성: 고/저) × 2(위기 커뮤니케이션 전략: 수용/방어) × 4(매체 유형: 신문 기사/페이스북/트위터/인스타그램)의 집단 간 온라인 실험을 진행하고 PROCESS Macro를 이용해 조절된 매개 효과를 분석했다. 결과지자체의 위기 상황에서 위기 책임성이 메시지 수용도에 미치는 영향에 대해 매체 유형은 유의한 조절 효과를 보였으나 위기 커뮤니케이션 전략은 조절 효과를 보이지 않았다. 위기 책임성이 낮은 상황에서는 신문 기사의 메시지 수용도가 인스타그램과 트위터 메시지보다 유의하게 높았고, 위기 책임성이 높은 상황에서는인스타그램과 트위터의 메시지 수용도가 신문 기사보다 유의하게 높았다. 위기 커뮤니케이션 전략은 위기책임성 수준에 상관없이 사과 전략이 변명 전략보다 더 호의적인 반응을 이끌어 냈다. 매체 유형의 조절된 매개 효과도 유의한 것으로 나타났다. 구체적으로 위기 책임성이 높은 유형에서 신문 기사를 통한 대응은 메시지수용도를 거쳐 지자체 신뢰도에 부정적 영향을 미쳤다. 그러나 SNS 채널 메시지는 메시지 수용도에만 영향을미치고 지자체 신뢰도에는 영향을 미치지 않았다. 정치 성향별로 다른 형태의 조절된 매개 효과가 나타났다. 논의 및 결론본 연구는 지자체의 위기 책임성이 메시지 수용도와 지자체 신뢰도에 미치는 영향이 매체별로 차이가 있음을검증했고, 정치 성향에 따라 매체 유형의 조절된 매개 효과가 다르게 나타난다는 점을 확인했다. 본 연구 결과는 지자체가 위기 책임성에 따라 더 효과적인 매체를 활용할 필요가 있고, 사과 전략을 기본 전략으로 설정하여 메시지 수용도를 증가시키는 것이 지자체 신뢰도 하락폭을 줄이는 데 도움이 될 수 있음을 보여 준다 Objectives Given the importance of social media in the area of crisis communication research, this study examined the moderated mediation effects of media types and crisis communication strategies on trust in local government through message acceptance. In addition, this study investigated how the moderated mediation effects varied by political orientation. Methods A 2(crisis responsibility: high/low) × 2(crisis communication strategy: accommodative/defensive) × 4(media types: newspaper/Facebook/Ttwitter/Instagram) between-subjects online experiment was conducted with 727 adults. The moderated mediation effects were analyzed with PROCESS Macro. Results In the case of a local government crisis, the media type significantly moderated the influence of crisis responsibility on message acceptance, but the crisis communication strategies did not show a moderating effect. While newspaper articles showed significantly higher message acceptance than Instagram and Twitter messages in the situation of low crisis responsibility, Instagram and Twitter messages showed significantly higher message acceptance compared to newspaper articles in the situation of high crisis responsibility. Regardless of the level of crisis responsibility, the accommodative strategy drew more favorable responses than the defensive strategy. The media types showed significant moderated mediation effects as well. Specifically, crisis response in the form of newspaper articles had a negative effect on trust in local government through message acceptance in the situation of high crisis responsibility. Social media affected message acceptance but did not affect the trust in local governments. There were different patterns of moderated mediation effects according to political orientation. Conclusions This study found different effects of crisis responsibility on message acceptance and trust in local government by media type and political orientation. The findings suggest that local governments should employ different media types per crisis responsibility level and focus on increasing message acceptance with accommodative strategies to mitigate decreases in the trust of local governments during a crisis.

사과 포함 여부가 책임귀인과 위기 커뮤니케이션 전략 수용에 미치는 영향 : 방어적 사과 전략의 효용성 탐구

윤영민(Youngmin Yoon),최윤정(Yun Jung Choi) 한국언론학회 2008 한국언론학보 Vol.52 No.5

The purpose of this experimental study was to exarnine the influence of apology and crisis communication strategies on crisis responsibility attribution and acceptance of crisis strategies. The independent variables were crisis communication strategies (defensive/accommodative) and wherher the communication strategies have apology or not, and dependent variables were crisis responsibility attribution and acceprance of srrategies. A factor analysis of crisis responsibility attribution produced two factors- moral responsibility and actual responsibility. Subsequent tests showed a significant interaction effect between crisis communication strategies and apology on moral responsibility. That is, people who received defensive strategies with apology attributed less moral responsibility than those who received accommodative strategies without apology. No significant effect was found on actual responsibility. Both crisis communication strategies (defensive/accommodarive) and apology showed main effecr on acceptance of crisis strategies, indicating that people accept accommodative strategies better than defensive strategies, and apology better than no apology.

기업의 이슈 소유권, 위기 책임성, 위기 커뮤니케이션이 공중의 기업에 대한 태도에 미치는 영향

김사라(Kim, Sara),김수연(Kim, Soo?Yeon) 한국광고홍보학회 2016 한국광고홍보학보 Vol.18 No.4

본 연구는 기업의 위기관리 측면에서 이슈 소유권 개념을 적용하여 공중의 위기 커뮤니케이션 수용과 기업의 이미지 회복, 지속적 이용 의도에 미치는 영향을 알아보고자 하였다. 구체적으로 위기 책임성(높음/낮음), 위기 커뮤니케이션 전략(수용적/방어적), 이슈 소유권과 위기 상황의 일치 여부(일치/불일치)에 따라 집단 간 요인 설계로 실험을 실시하여, 공중의 태도(위기 커뮤니케이션 수용도, 기업의 이미지 회복, 기업에 대한 지속적 이용 의도)에 영향을 미치는 각 독립변인의 주 효과와 상호작용 효과를 살펴보았다. 분석 결과, 위기 책임성과 위기 커뮤니케이션 전략은 공중의 태도 모두에 유의미한 영향을 미쳤다. 위기 책임성이 높을 때가 낮을 때보다 더 부정적인 반응을 보였고, 수용적 전략을 사용할 때가 방어적 전략을 사용할 때보다 더 긍정적인 태도를 도출하였다. 이슈 소유권은 위기 커뮤니케이션 수용도에만 유의미한 영향을 미쳤는데, 기업이 소유한 이슈와 관련된 영역에서 위기가 발생했을 때 무관한 영역에서 발생했을 때보다 공중의 수용도가 더 긍정적으로 나타났다. 조직이 이슈 소유권을 가진다는 것은 해당 이슈에 대한 문제 해결 능력과 주도권을 공중들에게 인정받아 왔다는 의미이므로, 관련 위기가 발생하더라도 약간의 완충 효과가 발생함을 시사해 준다. 독립변인 간 상호작용 효과는 이슈 소유권과 위기 책임성이 위기 커뮤니케이션 수용도에 미치는 영향과, 위기 책임성과 위기 커뮤니케이션 전략이 이미지 회복에 미치는 영향이 유의미한 것으로 확인되었다. 마지막으로, 연구 결과에 대한 세부적 논의와 함께 이슈 관리와 위기관리의 통합적 시각에 대한 실무적 함의가 제시되었다. This study explored the effects of corporate issue ownership, crisis responsibility, and crisis communication on public’s attitudes during a corporate crisis situation. It employed a 2 (issue ownership: present vs. absent) x 2 (crisis responsibility: high vs. low) x 2 (crisis communication strategy: accommodative vs. defensive) betweenᐨsubjects experimental design. The results showed that both crisis responsibility and crisis communication strategy have a significant influence on the publics’ attitudes. When a corporation had low responsibility in a crisis, publics perceived the crisis communication more positively than when it had high responsibility. When a corporation used an accommodative communication strategy, publics perceived the crisis communication more positively than when it used a defensive strategy. Regarding corporate issue ownership, when a corporation had issue ownership, publics perceived the crisis communication more positively than when a corporation had no issue ownership. There was an interaction effect between corporate issue ownership and crisis responsibility on the publics’ acceptance of crisis communication. Finally, this study provides practical implications about the importance of integrated understanding of corporate issue ownership and crisis communication management.