미디어 매체를 통한 비윤리적기업 광고 홍보 노출로 인한 기업 이미지 전환의도에 관한 연구

This study aimed to determine whether media-centered appeal methods used as a means of changing the image of companies affect the change in consumer perception. Through this, unethical companies were able to suggest marketing strategies for renewing their image. Therefore, an empirical analysis was conducted on 454 people who were aware of the unethical behavior of companies through the media. The following implications were derived from the analysis results. First, companies should identify who their main target customers are, and in advance, identify the media they mainly use and their favorite events, and then hold continuous event events. Through this, they should sufficiently convey their feelings of reflection and atonement for their mistakes rather than for the benefit of the company. Second, companies should have their executives first apologize for their unethical behavior and suggest policies to prevent recurrence. Through this, they should conduct ethics education for all employees of the company. Third, companies should continuously conduct volunteer activities so that they can continuously provide communication with local residents. In addition, rather than the existing general volunteer activities, they should find types of volunteer activities that consumers can recognize and accept, and promote them so that they can provide the services they need. Fourth, the image renewal activities that companies are pursuing should be continuously exposed to consumers through the media, and furthermore, these activities should be clearly categorized into consumer perceptions. Finally, continuous media exposure and activities should be carried out together to show existing consumers that their image renewal activities are genuine.