Abstract
This paper explores how an organization differently responds to evaluations of external audiences in corporate giving. In particular, it examines legitimacy-building cost and tactics by looking at differential roles of audiences such as governments, mass media, and social movement organizations. To do so, we develop a framework of legitimacy tactics and audiences and test hypotheses with Korean corporations listed in the KOSPI from 2004 to 2011. The general implications for the understanding of corporate giving, roles of audiences, and institutions will be discussed.
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