This paper investigates the determinants of continuity and stability of corporate philanthropy donation. By taking Chinese listed companies’ donations and two earthquakes as the sample, we find that media attention, product type, firm size, and past donation size have active effects in surveying the companies to perform the continuous social responsibility. Sustained and steady charitable giving depends on external pressure and internal motivation. The findings indicate that profitability, cash resource availability, and leverage will not affect the likelihood of a firms charitable giving in response to nature disaster for those who have a history of giving to disaster relief.
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