Research On The Relationship Between Social Responsibility Perception And Brand Loyalty In Network News Media

The innovative development of media technologies has had a continuous impact on the new media industry.On the one hand,the social responsibility of the online news media,which was born due to technology but lacks strict supervision,has received extensive attention.On the other hand,the low threshold of a media being established lead to increasingly fierce market competition among these media.Taking social and economic benefits into account has become a problem for every network news media company.The theory of corporate social responsibility consumption behavior shows that companies that fulfill social responsibilities can help increase customer loyalty and influence their market performance,so that social and economic benefits can be unified.Does thia apply to online news media? Through literature review,we find that there is no direct relevant research.Based on the above information,the study puts forward "the media audience market feedback of social responsibility" as the theme and audience brand loyalty as the foothold of market feedback.First,the concept of media social responsibility and audience brand loyalty and their relationship are clarified through literature review.Conduct analysis—which involves two concepts related to media trust and responsibility awareness.Based on this,it proposes research hypotheses and constructs conceptual models.Second,it uses various online news media as the alternative background and its audience as the research object to collect sample data through questionnaire survey.Finally,the data is processed by descriptive statistical analysis,factor analysis,variance analysis and multiple linear regression analysis to test hypothesis.Research findings are following:(1)The network news media's social responsibility includes the information production,social supervision,cultural education and the coordinated relationship,the audience' attitude in these four aspects are more neutral.Loyalty to media brands can also be divided into two dimensions: attitude and behavior.From the perspective of the audience,the responsibility of new media in social supervision,culture education and coordination relationship have positive influence on their attitude loyalty.The performance of information production,social supervision and coordination have positive influence on their behavior loyalty.(2)Trust is an intermediate variable of media social responsibility,which can be divided into two dimensions: ability and good faith,which have positive influence on audience brand loyalty.In information production responsibility awareness on behavior loyalty partial intermediary role in the process,the influence of the social supervision responsibility perception and coordination responsibility awareness effect on attitude loyalty partial intermediary role.Besides,responsibility consciousness is applied to trust the media's social responsibility of a moderator variable,it in the information production responsibility awareness or social supervision responsibility awareness in the process of media ability to trust the effects on adjustment.In brief,this study provides a clearer map of the relationship between the new media to fulfill social responsibility and brand loyalty.It also provides the theoretical support for setting up the interactive cultivation mechanism of media social responsibility and loyalty based on audience response.This also reveals that online news media organizations,managers,and related practitioners should better fulfill their social responsibilities because it helps foster more loyal audiences.