기업의 사회적 책임 활동이 공중관계성과 반기업정서에 미치는 영향

The purpose of this study was to assess the influence of corporate social responsibility on organization-public relationships and anti-corporate emotion. In particular, this study manipulated corporate discretionary responsibilities that are believed to have the greatest effect on the public, considering the four dimensions of corporate social responsibilities: economic responsibilities, legal responsibilities, ethical responsibilities, and discretionary responsibilities. This study adopted two dependent variables such as organization-public relationships and anti-corporate emotion, because organization-public relationships have been the most frequently dealt with in recent public relations researches in Korea and abroad. Also, anti-corporate emotion is widespread across Korean society in the wake of various kinds of injustice and corruption scandals that involve some big businesses. In addition, this study tested whether involvement in specific businesses and anti-corporate emotion against the entire big business circle moderate the influence of public relations activities. Therefore, in order to examine whether corporate social responsibility affects organization-public relationships consisting of two factors namely, organization-driven relationships and public-driven relationships and anti-corporate emotion composed of two factors named as anti-corporate cognition and anti-corporate behavioral tendency, this study tested the hypothesis on the influence of corporate social responsibility activities. Corporate social responsibility activities were effective in improving organization-driven relationships and in mitigating anti-corporate cognition. The theoretical meaning of this study lies in conducting an exploratory research on anti-corporate emotion. In particular, with all the brisk discussions on anti-corporate emotion in the academic community and the business community, there have been few researches that sought to conceptually define anti-corporate emotion and empirically study it. Thus, this study’s findings are worth noting: that anti-corporate emotion consists of anti-corporate cognition and anti-corporate behavioral tendency.