The Age Of The Internet Enterprise Social Responsibility Behavior Affect Reputation Repair Process

With the development of the Internet economy, speeding up the pace of the development of mass media, traditional media propagation mode is generally one-way, but development to today, the new media era. Coming of the era of new media has changed the development of the enterprise operation environment, strengthened leaked official and unofficial information disclosure, make the enterprise social responsibility flaw phenomenon are more likely to be known to the public. Unlike inherent crisis information public relations research perspectives, this paper USES the methods of case study, from the perspective of corporate social responsibility, analyzes the new media age enterprise reputation crisis outbreak and reputation repair process. Choose four representative typical event, involving five enterprises, through the case between transverse and longitudinal comparison, and analysis the CSR in reputation crisis broke out and repair mechanisms in the process of reputation. The main draw the following conclusion:(1) New media increased the visibility of corporate social responsibility behavior, become "magnifying glass" lack of social responsibility issues, increase reputation crisis outbreak of possibility and harm. Community justice have a cocoon room effect and the information conformity the negative effect that lack of corporate social responsibility events are more likely to expand in the new media, make the enterprise reputation of cognitive and emotional reputation is also more serious. The Internet era of new media to promote social responsibility forward phenomenon occurs, the public began to pay attention to were also more likely to understand to the small and medium-sized enterprise social responsibility fulfillment situation, increase the possibility of small and medium-sized enterprise reputation crisis broke out.(2) In the reputation of the repair process, corporate social responsibility by the rescue and reconstruction phase of passive response show social responsibility and compensate to recovering the initiative to assume social responsibility, in this transformation, to compensate for lack of corporate social responsibility, corporate social responsibility to perform the scope also expand, corporate reputation is enhanced Reputation(3) Compared with the cognitive, emotional reputation repair difficulty is more difficult to repair, once the emotional reputation, corporate costs will be to restore emotional reputational damage. Reputation in the repair process, because of the new media channels of corporate social responsibility behavior information passed directly to stakeholder groups, its cognitive reputation in corporate social responsibility was restored after show and make up for, and emotional prestige is the enterprise to significant repair after expanding scope of social responsibility.(4)In the crisis caused by its disadvantage(low potential difference) companies can show through corporate social responsibility- > make up- > extend this process achieve reputation repair; High potential difference is the dominant the enterprise crisis incident simple crisis public relations without substantial social responsibility make up and extend behavior eventually led to the decrease of the enterprise reputation cognition and emotion.