TY - JOUR
T1 - Exploring Effects of CSR Initiatives in Strategic Postcrisis Communication Among Millennials in China and South Korea
AU - OH, Hyun Jee
AU - CHEN, Regina Y R
AU - HUNG-BAESECKE, Flora C J
N1 - Publisher Copyright:
© 2017 Taylor & Francis Group, LLC.
PY - 2017/10/20
Y1 - 2017/10/20
N2 - This study explored what types of postcrisis CSR activities can make corporate crisis management effective and why. Eighty-one in-depth interviews with Chinese and South Korean millennials showed that they perceived postcrisis CSR positively even when they perceived an underlying self-serving motive. The interview data also revealed that postcrisis CSR initiatives relevant to the company’s business (CSR fit) and to the crisis at hand were more effective in both countries than the other CSR initiatives. Millennials in both countries valued CSR’s impact (benefiting the society as a whole), continuity (being long-term planned and sustainable), uniqueness (with few precedents), and transparency (fully disclosing detailed information) when evaluating various postcrisis CSR initiatives. Controllability (CSR being under full control of a company) was a significant criterion for South Korean millennials only. Theoretical and practical implications are discussed.
AB - This study explored what types of postcrisis CSR activities can make corporate crisis management effective and why. Eighty-one in-depth interviews with Chinese and South Korean millennials showed that they perceived postcrisis CSR positively even when they perceived an underlying self-serving motive. The interview data also revealed that postcrisis CSR initiatives relevant to the company’s business (CSR fit) and to the crisis at hand were more effective in both countries than the other CSR initiatives. Millennials in both countries valued CSR’s impact (benefiting the society as a whole), continuity (being long-term planned and sustainable), uniqueness (with few precedents), and transparency (fully disclosing detailed information) when evaluating various postcrisis CSR initiatives. Controllability (CSR being under full control of a company) was a significant criterion for South Korean millennials only. Theoretical and practical implications are discussed.
UR - http://www.scopus.com/inward/record.url?scp=85029676352&partnerID=8YFLogxK
U2 - 10.1080/1553118X.2017.1360892
DO - 10.1080/1553118X.2017.1360892
M3 - Journal article
AN - SCOPUS:85029676352
SN - 1553-118X
VL - 11
SP - 379
EP - 394
JO - International Journal of Strategic Communication
JF - International Journal of Strategic Communication
IS - 5
ER -