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The Korean Society for Journalism & Communication (KSJCS)
[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 68, No. 3, pp.273-319
ISSN: 2586-7369 (Online)
Print publication date 30 Jun 2024
Received 01 Dec 2023 Accepted 27 May 2024 Revised 29 May 2024
DOI: https://doi.org/10.20879/kjjcs.2024.68.3.008

말보다 행동이 먼저다 : 기업 총수의 윤리적 행동 관련 루머 대응 메시지와 소비자의 사전평가가 긍정적 메가포닝 의도에 미치는 영향

여선하*** ; 차유리**** ; 김정남*****
***오클라호마대학교 달리연구소 선임연구원 sunha.yeo@ou.edu
****서강대학교 미디어융합연구소 책임연구원 yuri@sogang.ac.kr
*****오클라호마대학교 게일로드 저널리즘 및 매스커뮤니케이션 대학 전략커뮤니케이션 석좌교수, 카이스트 문술미래전략대학원 겸직교수 layinformatics@gmail.com
Actions Speak Louder than Words : Effects of CEO's Ethical Behavior-Related Rumor Response Messages and Consumers' Prior Evaluation on Positive Megaphoning Intentions
SunHa Yeo*** ; Yuri Cha**** ; Jeong-Nam Kim*****
***Senior Researcher, Debiasing and Lay Informatics (DaLI) Lab, University of Oklahoma sunha.yeo@ou.edu
****Chief Researcher, Media Convergence Research Institute, Sogang University, corresponding author yuri@sogang.ac.kr
*****Endowed Chair, Professor, Strategic Communication, Gaylord College of Journalism and Mass Communication, University of Oklahoma; Adjunct Professor, Moon Soul Graduate School of Future Strategy, KAIST layinformatics@gmail.com

초록

이 연구는 대기업에 관한 소비자 공중의 긍정적 메가포닝 의도에 대해 총수 평판 차원의 맥락 변인인 ‘윤리적 행동 대상 사전평가’가 총수에 관한 CSR 또는 ESG 음모성 루머 관련 메시지 요인에 비해 어떤 영향을 미치는지를 행동 전략적 경영 접근에서 탐색해 보기 위한 것이다. 이를 위해, 대기업에 관한 긍정적 메가포닝 의도를 종속변인으로 삼은 유사실험 설계의 설문조사를 수도권 만 20~49세 남녀 대상 2회 진행했다. 기업 비 개입 상황에 관한 [실험 1](N=240)은 2(총수의 윤리적 행동 대상 사전평가: 부/긍정적) × 2(총수에 관한 음모성 루머 메시지 노출: 비 노출/노출), 개입 상황에 관한 [실험 2](N=240)는 2(총수의 윤리적 행동 대상 사전평가: 부/긍정적) × 2(기업의 자사 옹호 대응 메시지: 일방적/협력적) 요인으로 설계됐다. 각 독립변인의 영향력에 관한 탐색적 문제의 답을 구하기 위해, 공변인이 고려된 변량분석을 실시했다. [실험 1]의 결과, 루머 메시지 노출은 부정적 영향력을 나타냈지만, 총수의 윤리적 행동 대상 사전평가가 지니는 긍정적 영향력이 더 강했다. [실험 2]에서는, 루머 이슈를 관리하기 위한 기업의 협력적 옹호 대응 메시지에 노출된 피험자가 일방적 옹호 대응 메시지에 노출된 피험자에 비해 긍정적 메가포닝 의도가 평균적으로 높았다. 그러나 메시지 요인에 비해 총수의 윤리적 행동 대상 사전평가의 영향력이 더 크게 나타났다. [실험 1]과 [실험 2]의 각 독립변인 간 상호작용 효과는 발견되지 않았다. 이러한 결과는 단기적인 상징적 메시지 전략보다는 장기적인 행동 수행 전략(예, 총수의 윤리적 행동)에 집중하는 것이 긍정적인 메가포닝 가능성을 높이는 데에 더 유리할 수 있다는 것을 시사함으로써, 특히 기업 총수 루머이슈나 공중의 긍정적 메가포닝 의도 요인에 관심을 지닌 후속 연구자 및 실무자들에게 참고 자료로 쓰일 수 있다.

Abstract

Rumors spreading online can lead to significant reputational damage and market losses for companies, as well as harm their publics through negative information fostering oppositional consumption behaviors. To mitigate these risks and maintain positive consumer perceptions, many companies engage in Corporate Social Responsibility (CSR) or Environmental, Social, and Governance (ESG) initiatives. While substantial research exists on what motivates customers to advocate for companies engaged in CSR or ESG, there is a lack of systematic analysis on what motivates customers to advocate for companies engaged in CSR or ESG when they face CEO-related rumors. This study empirically examines how prior evaluations of CEO ethical behaviors and the messages factors regarding CEO rumors influence consumers’ intentions for megaphoning. Two quasi-experimental studies were conducted. The first experiment (N = 240) scrutinized scenarios devoid of direct company intervention, employing a 2 (prior evaluation of CEO’s ethical behaviors: negative/positive) × 2 (message exposure regarding CEO rumors: non-exposure/exposure) factorial design. The second experiment (N = 240) explored scenarios requiring direct company intervention, utilizing a factorial design of 2 (prior evaluation of CEO’s ethical behaviors: negative/positive) × 2 (advocacy messages in response to CEO rumors: unilateral/collaborative). Analysis of covariance (ANCOVA) was meticulously conducted, taking into account relevant covariates to ensure the robustness of the findings. Results from Experiment 1 unearthed a notable trend: exposure to rumor messages had a deleterious effect on participants' positive megaphoning intentions. However, the influence of exposure to conspiracy rumors about the CEO on the public's positive megaphoning intentions was weak relative to the impact of the prior evaluation of the CEO's ethical behavior. In Experiment 2, the stimuli presented to participants were not rumor messages, as in Experiment 1, but advocacy messages in response to the CEO rumors. The participants exposed to collaborative response messages from the company exhibited higher positive megaphoning intentions compared to those exposed to unilateral response messages. This underscores the significant impact of the company's response strategy on shaping public cognition. Despite the compelling findings in Experiment 2, the influence of the prior evaluation of CEO’s ethical behaviors remained paramount, surpassing the impact of the response strategy employed by the company. Moreover, no significant interaction effects were detected between the independent variables in either experiment, signifying their independent operational mechanisms. These findings suggest that companies should proactively avoid exposing consumers to CEO-related conspiracy rumors to prevent negative megaphoning. Additionally, a long-term strategy focusing on ethical behavior by CEOs is more effective in shaping positive megaphoning intentions than short-term symbolic messaging. This study illustrates the importance for CEOs and public relations practitioners to regularly engage in ethical actions and integrate ethical considerations during rumor exposure to secure positive consumer perceptions. The results provide valuable insights for researchers and practitioners involved in the interplay between CEO rumors and consumer advocacy behaviors.

Keywords:

CEO, CSR/ESG Conspiracy Rumors, Behavioral Strategic Management Approach, Prior Evaluations of Ethical Behaviors, Megaphoning

키워드:

CSR/ESG 음모성 루머, 행동 전략적 경영 접근, 윤리적 행동 대상 사전평가, 메가포닝

Acknowledgments

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(이 논문은 2022년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구입니다)[NRF-2022S1A3A2A02089938].

This work was supported by the Korean Women’s Association for Communication Studies and NS Home Shopping in 2021. We would like to express our gratitude to the anonymous reviewers for their valuable comments(이 논문은 2021년 한국여성커뮤니케이션학회와 NS홈쇼핑의 후원을 받아 수행된 연구입니다. 유익한 논평을 해주신 익명의 심사위원 선생님들께 고마운 마음을 전합니다).

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