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| The Influence of Corporate Social Responsibility Performance on Reputation Restoring Process in New Media Era: A Multi-Case Study Based on Corporate Crisis Events |
| CHAO Gang，SHI Duli，SHEN Chuanquan，WANF Lei |
| 1.South China University of Technology, Guangzhou, China；2. South China Normal University, Guangzhou, China |
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Abstract Being different with the inherent research view of crisis public relationship, this research applied the method of case study to analyze corporate social responsibility performance and reputation repairing process based on the view of CSR. By choosing three representative events involving 4 enterprises, this research explored the function mechanism of CSR in the occurrence and restoring process of reputation crisis events by horizontal and vertical comparison among cases. It is concluded that the possibility of breakout of corporate reputation crisis events becomes increasingly stronger in new media era, and these events cause the decline of corporate cognitive reputation as well as emotional reputation; corporate can rescue, restore and rebuild its reputation from passive to active response through “show—make up—extension” process. Furthermore, compared with cognitive reputation, emotional reputation is much more difficult to be restored and requires more cost and effort.
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Received: 02 February 2015
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2015, Vol. 12 
