A Study On The Communication Effect Of Corporate Social Responsibility On The Internet

The communication of industrial social responsibility refers to the process of spreading the concept,strategy,action and performance of corporate social responsibility with the help of a certain carrier,and then obtaining social perception and recognition,and then transforming it into brand equity.Based on the background of the Internet and the rise of corporate social responsibility(CSR),this paper combs the present situation of CSR commitment and communication in China,analyzes the communication strategy of Ant Forest,an excellent case of CSR by Alibaba,and studies the effect of CSR communication on the Internet.This paper focuses on the social responsibility communication effect of Internet enterprises.After combing the relevant concepts and literature,the present situation of social responsibility undertaking and communication of Chinese enterprises,especially Internet enterprises,is sorted out and summarized,and a more comprehensive understanding is formed,and the "ant forest" is selected as the case study object.On this basis,the second chapter of the article establishes the overall framework of the study,and focuses on the theoretical model and research assumptions of the questionnaire.The third chapter summarizes the communication strategy of Ant Forest through case analysis,and analyzes the communication effect based on this communication strategy through questionnaires and semistructured interviews.Finally,this study combs the corporate social responsibility communication strategy and existing problems in the Internet industry from point to point,and puts forward reasonable suggestions.The study found that the communication strategy of Ant Forest,from the point of view of communicators and recipients,the spread of corporate social responsibility on the Internet.