엔터테인먼트 기업의 ESG 활동에 대한 소비자 인식이 기업신뢰와 구전의도, 콘텐츠 지속이용의도에 미치는 영향

Recently, ESG management has been spreading, particularly among large entertainment companies. This study aims to examine which ESG activities are most effective from a consumer perspective. To achieve this, the impact of entertainment companies' ESG activities on corporate trust, word-of-mouth intention, and continuous content consumption intention was empirically analyzed. The results showed that among social (S) activities, those related to employees and artists, as well as ethical management and disclosure activities in governance (G), had a statistically significant positive effect on corporate trust. Furthermore, employee and artist-related activities, along with ethical management and disclosure, significantly influenced word-of-mouth intention through corporate trust. However, the ESG activities of entertainment companies did not have a statistically significant effect on continuous content consumption intention through corporate trust. These findings suggest that to elicit positive consumer attitudes and behavioral intentions, entertainment companies should actively engage in social activities (responsibility toward employees, artists) and governance activities (ethical management, disclosure).