The Communication Effect Of Corporate Social Responsibility Under The Condition Of WEB2.0

In this paper, via an overview to the relative scholar reference and thorough practical cases analysis, aiming the most prevalent four patterns about the CSR(corporate social responsibility),--including the relative topic advertisements and public relationship reports, enterprise CSR web pages, corporate social responsibility reports(multiple media publicity patterns), the relative application of Web 2.0, a deep research about the development and the evolution of corporate social responsibility(CSR) is conducted. Due to the discrepancy in-between the different corporate social responsibility publicity patterns, the basic research hypotheses are proposed in this paper: the corporate social responsibility publicity influenced the consumers'attitudes positively; and the different corporate social responsibility publicity patterns made different influences to the consumers'attitudes. It is discovered based upon the experiment results that in terms of the influence to the consumer recognition, the application of Web2.0 interactive CSR publicity pattern outperforms CSR reports, and the public relationship reports publicity pattern ranks the lowest. There are not so much difference in between the results in terms of the influences to consumer emotion and cognition, all these patterns rank from high to low as follows: interactive CSR publicity, CSR reports, and CSR public relationship reports. In terms of the influence to consumer behavior propensity, interactive CSR publicity can trigger off the highest willingness of consumers to share the very enterprise CSR information; while in terms of the influence to consumer pursuit decision making and product recommendation to others, there is no substantial discrepancy in between these publicity patterns. According to the research conclusion, the proposition to enterprises making CSR progress rises as follows: to make CSR publicity via web2.0 interactive publicity patterns positively, to make more emphasis to the writing and distribution of CSR reports, and to take advantage of CSR public relationship reports more discretely and make special attention to the writing skill of CSR public relationship reports. Lastly, the limitation of the research in this paper is illustrated and the future vision of the research direction for the corporation social responsibility publicity is given.