기업의 사회적 무책임(CSI) 활동이 언론 보도에 미치는 영향에 관한 연구: 기업의 CSR과 규모의 조절효과를 중심으로

This study investigates how the location of Corporate Social Irresponsibility (CSI) influences the media coverage of the incident. While prior literature acknowledges that CSI is a distinct concept, it lacks rigorous investigation into the diverse aspects of CSI and their impacts. This study aims to expand the CSI literature by understanding the impact of incident location, which is a critical concept in international business, on the media coverage, which could be a key mechanism for further negative impacts on the firm. Building on stakeholder theory, we argue that a CSI incident that occurs in the home country is more likely to be reported in the media, as a direct damage to home country stakeholders and more visibility of the incidents are expected. Moreover, the study further examines the moderating effects of a firm's corporate social responsibility (CSR) performance and firm size on the main relationship. By analyzing 406 incidents related to privacy controversies of 155 US public firms between 2016 and 2021, the study finds empirical evidence that the CSI incidents that take place in the home country is more likely to be reported in the media. Moreover, the positive moderating effects of both firm's CSR performance and firm size are supported. The findings of the study contributes to literature on CSI and international business with managerial implications and suggests some future research avenue.