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COVID-19 Webinar Series: Donations from Corporate Figures and a Multi-level Reputational Approach focusing on Bill Gates and Jack Ma

22 Feb, 2021

In this webinar, Prof. Sora Kim investigated the positive ripple effects of the CSR donations of corporate figures during the COVID-19 pandemic on the multi-level reputations of corporate figures, companies, and countries. Prof. Kim found that public knowledge of the CSR donations of celebrity corporate figures can enhance the reputation of the country of those corporate figures. In both the U.S. and China, such enhancement occurs from the improvement that takes place in the personal reputations of the donors and in that of the companies with which they are affiliated. She also shared that the willingness of consumers to accept self-serving CSR motives differs according to the institutional development of a country. American participants are more willing than their Chinese counterparts to accept self-serving motives.

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