A good company gone bad: An examination of corporate social responsibility agenda-building in times of corporate crisis using machine learning techniques. Issue 1 (29th November 2018)

• Record Type: Journal Article
• Authors: Park, Young Eun; Son, Hyunsang; Yang, Sung-Un; Lee, Jae Kook
• Is Part Of: Journal of communication management. Volume 23:Issue 1(2019)
• Page Start: 31
• Page End: 51
• Publication Date: 2018-11-29
• Subjects: Crisis communication -- Corporate communication -- Corporate social responsibility -- Agenda-building; Communication in management -- Periodicals; Communication in marketing -- Periodicals; Business communication -- Periodicals; 658.45
• DOI: 10.1108/JCOM-11-2017-0132
• Languages: English
• ISSNs: 1363-254X

Abstract

Abstract : Purpose: The purpose of this paper is to demonstrate whether or not public relations efforts in corporate social responsibility (CSR) influence the news media in corporate crisis situations. Design/methodology/approach: The study conducted a content analysis of press releases and news media based on traditional human-coded cross-lag analyses and a machine learning technique, a novel method of big data analysis to test hypotheses. Findings: Results indicate that CSR press releases indeed influenced the news media. During the crisis point, however, agenda-building was not observed. Practical implications: Corporations need to continue CSR activities and provide public relations materials consistently even after a crisis, as an agenda-building role could be recovered. Originality/value: The study examines the relationship between CSR and crisis situations in an agenda-building theoretical framework. The authors introduce agenda-building in the corporate sector with machine learning techniques.