소셜 미디어를 활용한 사회공헌활동에 대한 새로운 관점 : 진정성과 적합성이 신뢰와 관계만족에 미치는 영향

Social media is activating new forms of corporate social responsibility and creating agile and transparent interaction between performing companies and consumers. The purpose of the study is to analyze the importance of authenticity and fit in corporate social responsibility using social media and to evaluate the effectiveness of the activity focusing on pure purpose of building trust and relationship satisfaction, not on economic benefits like improving corporate image and purchase intention. The perspective of the study is in line with so-called wise egoism or selfish altruism. The results of the structural equation model analyses show that the performing company can obtain contractual trust, competence trust, and goodwill trust from consumers based on the authenticity and fit of performing corporate social responsibility using social media. In addition, it is found that authenticity and fit can greatly improve the relationship satisfaction between firms and consumers through the trusts.