Research on the Relationship between Corporate Social Responsibility Characteristics and Corporate Double Reputation - Based on the adjustment effect of social media capabilities

摘要

In this paper, 294 questionnaires were used to explore the influence of corporate social media capability on the relationship between corporate social responsibility characteristics and corporate double reputation. The empirical analysis was carried out by SPSS multiple regression statistical method. The results are as follows: (1) The characteristics of corporate social responsibility (commitment, level, time choice, degree of relevance) positively affect the cognitive reputation and emotional reputation of the enterprise; (2) The cognitive reputation of the company positively affects the emotional reputation; (3) The social media capability of enterprises positively adjusts the relationship between CSR characteristics (commitment, level) and cognitive reputation; (4) The social media capability of enterprises positively adjusts the relationship between CSR characteristics (commitment, level and time choice) and emotional reputation.