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光华讲坛—Corporate social responsibility activities and employer reputation: The moderator role of social media capability

发布时间:2019-07-11

主讲人:法国雷恩高等商学院 Jose Benitez Amado教授

主持人:工商管理学院  王祎教授/陈扬教授

时间:2019年7月21日(星期日)14:00-16:00

地点:西南财经大学柳林校区通博楼A209会议室

主办单位:工商管理学院、科研处

 

主讲人简介:

Jose Benitez Amado是法国雷恩高等商学院(Rennes School Of Business)信息系统(IS)的正教授,西班牙格拉纳达大学数字人力资源战略COVIRAN-Prodware主席,荷兰特文特大学的信息系统访问学者,以及PLS学校讲师。他的研究领域包括企业信息技术能力组合对组织能力和企业绩效的影响,以及PLS路径模型在IS领域的发展。他的研究成果发表在诸如MIS Quarterly,Information&Management,European Journal of Information Systems,Journal of Information Technology和Journal of Business Research等顶级期刊上。他目前担任Information&Management副主编,European Journal of Information Systems以及Decision Sciences,客座编辑,Decision Support Systems的客座副主编。

主要内容:

This paper examines the relationship between corporate social responsibility (CSR), employer reputation, and social media in the academic conversation of business value of technology. Motivated by the controversy about the role of social media in the firm’s value generation from CSR activities and the limited research about the impact of CSR activities on employer reputation, this study theorizes that firms engaging in socially responsible activities are more likely to be perceived as a more attractive employer, and that this positive relationship may be amplified if firms have proficiency in leveraging social media. This amplifier role may be explained through the greater social visibility and exposure/credibility enabled by social media. The empirical analysis was performed with archival data from a sample of 100 Spanish firms. The results provided two key insights: 1) CSR activities enable firms to build greater employer reputation; 2) social media capability amplifies the effect of CSR activities on employer reputation. This paper contributes to Information Systems and Business Ethics research by theorizing and empirically demonstrating that social media capability creates business value by maximizing the positive impact of CSR activities on the firm’s employer reputation.

本研究考察了企业社会责任(CSR)、雇主声誉和社交媒体的关系。当前关于社交媒体在企业社会责任活动中对企业价值创造的作用还存有争议,同时对于CSR活动对雇主声誉的影响的研究也较为局限。基于此,本研究认为参与社会责任活动的企业更有可能被认为是更有吸引力的雇主,如果公司熟练利用社交媒体,这种积极的关系可能会被放大。可以通过社交媒体实现的更大的社交可见性和曝光/可信度来解释该放大器作用。实证分析采用来自100家西班牙公司样本的档案数据进行。结果提供了两项主要发现:1)企业社会责任活动使企业能够建立更好的雇主声誉; 2)社交媒体能力增强CSR活动对雇主声誉的影响。本文通过理论构建和实证证明社交媒体能力通过最大化CSR活动对公司雇主声誉的积极影响来创造商业价值,从而为信息系统和商业伦理研究做出贡献。


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