Browse > Article
http://dx.doi.org/10.13106/jidb.2020.vol11.no3.63

A mediating role of social capital between corporate social responsibility and corporate reputation: Perception of local university on CSR of KHNP  

JOO, Jae-Hun (Department of Information Management, Dongguk University-Gyeongju)
Publication Information
The Journal of Industrial Distribution & Business / v.11, no.3, 2020 , pp. 63-71 More about this Journal
Abstract
Purpose: Most of all studies regarding corporate social responsibility have been dealing with its direct performance. Many previous studies provided the evidence that corporate social responsibility activities directly affect firms' competitiveness or corporate reputation. However, there are no studies regarding the role of social capital between corporate social responsibility and firms' competitiveness. The present study aims to examine a mediating role of social capital between corporate social responsibility and corporate reputation. Research design, data and methodology: The structural equation model integrating corporate social responsibility, social capital, and corporate reputation was proposed with three hypotheses. Questionnaire including 15 question items for three concepts was designed. Data for testing hypotheses were collected from students and staff who had experienced the social responsibility activities of Korea Hydro & Nuclear Co. Ltd. SPSS and SmartPLS were used to analyze data. Results: All three hypotheses were supported at the significance level of 0.01. Corporate social responsibility have a significant influence on social capital as well as corporate reputation. Social capital plays a mediating role in the relationship between corporate social responsibility and corporate reputation. Conclusions: The present paper identified a missing link between corporate social responsibility and corporate reputation by validating an indirect effect of corporate social responsibility on corporate reputation through social capital. The present study contributes to finding the indirect link between corporate social responsibility and corporate reputation. Implications for academics and practitioners. The research model can be extended to analyze the relationship between corporate social responsibility and its performance. The present study sheds light on identification of a new role of social capital. Managers of firms have the opportunity to recognize the fact that investment recovery of corporate social responsibility results from social capital and corporate reputation in long-term rather than short-term. The results of this study offers an insight that managers can enhance customer loyalty. The process linking corporate social responsibility to corporate reputation through social capital implies that firms can realize spiritual marketing delivering authentic storytelling through corporate social responsibility. The present study has a limitation for generalizing of research results because the sampling came from a case of firm.
Keywords
Corporate Social Responsibility, Social Capital, Corporate Reputation; Spiritual Marketing; KHNP;
Citations & Related Records
Times Cited By KSCI : 11  (Citation Analysis)
연도 인용수 순위
1 Rumelt, R. P. (1987). Theory, strategy and entrepreneurship. In The Competitive Challenge: Strategies for Industrial Innovation and Renewal, Teece D (ed.). Ballinger, Cambridge, MA; 137-157.
2 Sacconi, L., & Giacomo D. A. (2011). Social Capital, Corporate Responsibility, Economic Behaviour and Performance, Palgrave MacMillan, New York, NY.
3 Samul, J. (2020). Spiritual leadership: Meaning in the sustainable workplace. Sustainability, 12, 267, 1-16
4 Sethi, S. P. (1975), Dimensions of Corporate Social Performance: An Analytical Framework, 17(3), 58-64.   DOI
5 Shin, I., Hur, W., & Kang, S. (2016). Employees‘ perceptions of corporate social responsibility and job performance: A sequential mediation model. Sustainability, 8(463), 1-12
6 Tang, T. (2016). Making innovation happen through building social capital and scanning environment. International Journal of Hospitality Management, 56, 56-65.   DOI
7 Hillman, A. J., & Keim, G. D. (2001). Shareholder value, stakeholder management, and social issues: What's the bottom line? Strategic Management Journal, 22(2), 125-139.   DOI
8 Hvizdakova, I., & Urbancikova, N. (2014). The level of social capital, innovation and competitiveness in the countries of the European Union (EU). European Spatial Research and Policy, 21(1), 123-136.   DOI
9 Jeon, H., Kim, Y., & Youn, M. (2019). Effects of CSR Activities on Business Performance of Logistics Firms. Journal of Distribution Science, 17(12), 23-32.   DOI
10 Jha, A., & Cox, J. (2015). Corporate social responsibility and social capital. Journal of Banking & Finance, 60, 252-270.   DOI
11 Wartick, S. L., & Cochran, P. L. (1985). The evolution of the corporate social performance model. Academy of Management Review, 10, 758-769.   DOI
12 Vercic, A. T., & Coric, D. S. (2018). The relationship between reputation, employer branding and corporate social responsibility. Public Relations Review, 44(4), 444-452.   DOI
13 Vilanova, M., Lozano, J. M., & Arenas, D. (2009). Exploring the nature of the relationship between CSR and competitiveness. Journal of Business Ethics, 87, 57-69.   DOI
14 Wang, C. (2014). How relational capital mediates the effect of corporate reputation on competitive advantage: Evidence from Taiwan high-tech industry. Technological Forecasting & Social Change, 82, 167-176.   DOI
15 Kwon, S., & Adler, P.S. (2014). Social capital: Maturation of a field of research. Academy of Management Review, 39(4), 412-422.   DOI
16 Kim, H, & Kim, H (2009). The effect of CSR on corporate reputation: Comparing Korean public's perceptions with Chinese public's. The Korean Journal of Advertising and Public Relations, 11(4), 64-92.
17 Joo, J., Eom, M.T., & Shin, M.M. (2017). Finding the missing link between corporate social responsibility and firm competitiveness through social capital: A business ecosystem perspective. Sustainability, 9(5), 1-22, doi:10.3390/su9050707
18 Joo, J., Shin, M. M., & Eom, M. T. (2014). Business ecosystems as a new source of competitiveness and a role of social capital. The Journal of Information Systems, 23(4), 93-117.   DOI
19 Kay, J. (1993), Foundations of Corporate Success (Oxford, Oxford University Press).
20 Kim, S. (2004). A critique of Bourdieu‘s, Coleman‘s and Putnam‘s concept of social capital. Korean Journal of Sociology, 38(6), 63-95.
21 Kim, S., & Lee, K. (2013). Corporate social responsibility (CSR) in accounting : Review and future direction. Korean Journal of Business Administration, 26(9), 2397-2425.
22 Cochran, P. L. (2007). The evolution of corporate social responsibility. Business Horizons, 50, 449-454.   DOI
23 Coleman, J. S. (1988). Social capital in the creation of human capital. American Journal of Sociology, 94, S95-120.   DOI
24 Coleman, J. S. (1990). Foundations of Social Theory. Cambridge, MA: Harvard University Press.
25 Costa, D. (2018). Spiritual marketing and its influence on consumer purchase intentions of XYZ Company, UAE. 15th International Conference on Business Management (ICBM 2018), 832-852.
26 Luoma-aho, V. (2013). Corporate reputation and the theory of social capital. The Handbook of Communication and Corporate Reputation. 279-290. 10.1002/9781118335529.ch24.
27 Lee, J. (2019). A study on consumer value and corporate social responsibility distribution activities. Journal of Distribution Science, 17(4), 17-26.   DOI
28 Lee, K. (2016). Social capital and human capital. Retrieved January 12, 2020 from https://cba.snu.ac.kr/ko/sblcolumn?mode=view&bbsidx=77942
29 Lim, S., & Park, B. (2018). An analysis of the relationship between the CSR activities of public enterprise and social reliability: Focusing on authenticity and appropriateness of the CSR activities of public enterprise. The Korean Journal of Local Government Studies, 21(4), 411-435.   DOI
30 Dai, W., Mao, Z., Zhao, X., & Mattila, A. S. (2015). How does social capital influence the hospitality firm‘s financial performance? The moderating role of entrepreneurial activities. International Journal of Hospitality Management, 51, 42-55.   DOI
31 Dollinger, M. J., Golden, P. A., & Saxton T. (1997). The effect of reputation on the decision to joint venture. Strategic Management Journal, 18(2), 127-140.   DOI
32 Eccles, R. G., Ioannou, I., & Serafeim, G. (2014). The impact of corporate sustainability on organizational processes and performance. Management Science, 60, 2835-2857.   DOI
33 Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook "friends": Social capital and college students‘ use of online social network sites. Journal of Computer‐Mediated Communication, 12(4), 1143-1168.   DOI
34 Zymonik, Z., & Dobrowolska, A. (2015). Spiritual capital as the fourth capital in a TQM organization. Zarzadzanie i Finanse Journal of Management and Finance, 13(2), 147-155.
35 Nahapiet, J., & Ghoshal, S. (1998). Social capital, intellectual capital, and organizational advantage. Academy of Management Review, 23(2), 242-266.   DOI
36 Maden, C., Arikan, E., Telci, E. E., & Kantur, D. (2012). Linking corporate social responsibility to corporate reputation: A study on understanding behavioral consequences. Social and Behavioral Sciences, 58, 655-664.
37 McWilliams, A., Siegel, D. S., & Wright, P. M. (2006). Corporate social responsibility: Strategic implications. Journal of Management Studies, 43(1), 1-18.   DOI
38 Minor, D., & Morgan, J. (2011). CSR as reputation insurance: Primum non nocere. California Management Review, 53(3), 40-59. Retrieved from http://nrs.harvard.edu/urn-3:HUL.InstRepos:22836595   DOI
39 Nguyen, T. H., & Tu, V. B. (2019). Social responsibility, organizational commitment, and organizational performance: Food processing enterprises in the Mekong River Delta. Journal of Asian Finance, Economics and Business, 7(2), 309-316.
40 Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory, 3rd ed., McGraw-Hill, New York.
41 Fombrun, C. J., & Van Riel, C. (1997). The reputational Landscape. Corporate Reputation Review, 1, 5-13.   DOI
42 Park, A. (2019). A study on the structural relationship between quality of medical service, perceived risk, reputation and customer satisfaction in small and medium hospitals. International Journal of Industrial Distribution & Business, 10(4), 67-76.   DOI
43 Park, J., Lee, H., & Kim, C. (2014). Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers' perspectives. Journal of Business Research, 67(3), 295-302.   DOI
44 Pharoah, N. (1982). Corporate image research in the brewing industry or from red revolution to country goodness in ten years. Journal of the Market Research Society, 24(3), 240-256.
45 Ponzi, L. J., Fombrun, C. J., & Gardberg, N. A. (2011). RepTrak$^{TM}$ pulse: Conceptualizing and validating a short-form measure of corporate reputation. Corporate Reputation Review, 14(1), 15-35.   DOI
46 Putnam, R. (1993). Making Democracy Work. Princeton: Princeton University Press.
47 Fombrun, C.J., & Rindova, V. (1996). Who's tops and who decides? The social construction of corporate reputations. New York University, Stern School of Business, Working Paper.
48 Garson. G. D. (2016). Partial least squares: regression & structural equation models. Retrieved January 12, 2020 from https://www.smartpls.com/resources/ebook_on_pls-sem.pdf
49 Grover, P., Kar, A.K., & Ilavarasan, P.V. (2019). Impact of corporate social responsibility on reputation - Insights from tweets on sustainable development goals by CEOs. International Journal of Information Management, 48, 39-52.   DOI
50 Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate Data Analysis. Seventh Edition. Prentice Hall, Upper Saddle River, New Jersey.
51 Kirkbesoglu, E. (2013). The impact of social capital on managerial reputation. Procedia - Social and Behavioral Sciences, 99, 439-445.   DOI
52 Bourdieu, P. (1986). The forms of capital, In J. Richardson (Ed.), Handbook of Theory and Research for the Sociology of Education (pp. 241-258), New York, Greenwood.
53 Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From Products to Costumers to the Human Spirit. John Wiley & Sons, New Jersey.
54 Al-Daibat, B. (2017). The role of social capital in enhancing competitive advantage. International Journal of Business and Management Invention, 6(4), 66-78.
55 Bhandari, H. & Yasunobu, K. (2009). What is social capital? A comprehensive review of the concept. Asian Journal of Social Science, 37, 480-510.   DOI
56 Carey, S., Lawson, B., & Krause, D. (2011). Social capital configuration, legal bonds and performance in buyer-supplier relationships. Journal of Operations Management, 29(6), 561-576.   DOI
57 Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. The Academy of Management Review, 4(4), 497-505.   DOI
58 Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business horizons, 34(4), 39-48.   DOI
59 Cho, Y., Chung, J., & Chun, S. (2019). How do retailers' CSR business activities affect customers in Korea? Journal of Distribution Science, 17(10), 5-15.   DOI
60 Choi, S., You, G., & Kown, Y. (2011). The Effects of CSR activities of Starbucks corporate on reputation, social connectedness, and customers' purchasing intention. Journal of Tourism and Leisure Research, 23(2), 97-116.
61 Chun, R. (2005). Corporate reputation: meaning and measurement. International Journal of Management Reviews, 7(2), 91-109.   DOI
62 Putnam, R. (1995). Bowling alone: America‘s declining social capital. Journal of Democracy, 6(1), 65-78.   DOI
63 Ahmadian, A. & Khosrowpour, S. (2017). Corporate social responsibility: Past, present, and success strategy for the future. Journal of Service Science, 10(1), 1-11.   DOI
64 Adler, P.S. & Kwon, E. (2002). Social capital: Prospects for a new concept. Academy of Management Review, 27(1), 17-40.   DOI
65 Aksak, E. O., Ferguson, M. A., & Duman, S. A. (2016). Corporate social responsibility and CSR fit as predictors of corporate reputation: A global perspective. Public Relations Review, 42(1), 79-81.   DOI
66 Rini, E. S., & Absah, Y. (2017). Rational, emotional and spiritual marketing strategies in Shariah banking in Medan, Indonesia. Banks and Bank Systems, 12(2), 68-77. doi:10.21511/bbs. 12(2).   DOI