Research on the Connections Between Corporate Social Responsibility and Corporation Image in the Risk Society: Take the Mobile Telecommunication Industry as an Example

Technological developments and globalization have led to scientific controversies associated with advanced technologies, and increased risk of ecological damage. The uncertainty factors of “risk society” have increased the complexity of modern life. Numerous sources of uncertainty are unidentifiable to the public. Corporate Social Responsibility (CSR) refers to the task of reducing the uncertainty. In a risk society, CSR is a stabilizing force, preventing the occurrence and expansion of risk. The main purpose of this research is to discuss the relationship between corporate social responsibility (CSR)and corporate image in the risk society, especially the electromagnetic fields that are produced by the mobile telecommunications industry. Whereas modern people are blessed by the convenience of mobile telecommunication, they also take the risks associated with exposure to electromagnetic fields. If corporations do not meet their social responsibility, then the effects of such exposure may have irreparable consequences. As well as posing a threat to mobile ‘phone users, the effects of electromagnetic fields can undermine the corporate image. Ulrich Beck called this effect “the boomerang effect.” If corporations do not act responsibly and to maintain their image, then the social and capital costs incurred will be great when the risks have evolved to crises. This study probes the relationship between CSR and corporate image. Risk society here, is taken as the moderator and to further examine the correlations between CSR and Corporate Image. The results show that perceptions of risk in the context of corporate social responsibility (CSR) and corporate product image (CPI) lead to expectations that are the opposite of the results presented in this investigation: when the degree of perceived risk is higher, CSR has a more positive effect on CPI.

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