Netizens’ evaluations of corporate social responsibility: Content analysis of CSR news stories and online readers’ comments

Abstract

Analyzing stories about corporate social responsibility (CSR) published in two online Korean newspapers and reader's comments about them, this study investigated how the online readers interpreted the CSR activities, looking at the effect of CSR types, situations, and the degree of corporate fame. The study found that readers tend to be cynical toward CSR activities after a crisis and a monetary donation type of CSR. In addition, the more famous the company, the more likely there were cynical comments about its CSR activities.