인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
As corporate sustainability has increasingly influenced corporate image, many companies have invested significantly in various corporate social responsibility (CSR) activities over the past decade. Prior research has empirically demonstrated that investments in CSR activities positively impact both financial and marketing performance. Recent studies have focused on identifying effective methods for companies to communicate their diverse CSR efforts to consumers and other stakeholders. Despite the rising purchasing power of the MZ generation and their prominence as a key consumer demographic, research on generational differences in CSR communication remains limited. This study aims to address this gap by examining how social distance in CSR messaging influences consumers’ CSR associations across generations.
Through experimentation, this study investigates how consumer responses to CSR activities vary based on the social distance (near/far) conveyed in CSR messages and generational differences (MZ generation vs. older generation). The experimental results reveal significant differences in the impact of social distance and generational variation on CSR associations. Specifically, for the older generation, a greater social distance in CSR messages leads to more positive CSR associations. Consequently, this study suggests that companies should adopt tailored strategies when communicating CSR activities, adjusting the social distance in messages according to the target generation. Based on these findings, the study offers meaningful theoretical and practical implications.
Through experimentation, this study investigates how consumer responses to CSR activities vary based on the social distance (near/far) conveyed in CSR messages and generational differences (MZ generation vs. older generation). The experimental results reveal significant differences in the impact of social distance and generational variation on CSR associations. Specifically, for the older generation, a greater social distance in CSR messages leads to more positive CSR associations. Consequently, this study suggests that companies should adopt tailored strategies when communicating CSR activities, adjusting the social distance in messages according to the target generation. Based on these findings, the study offers meaningful theoretical and practical implications.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
최근 본 자료 전체보기
UCI(KEPA) : I410-151-25-02-092111244
