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CSR은 MZ세대 조직 구성원과의 커뮤니케이션에서 어떤 역할을 하는가? CSR 효과의 세대 간 차이 분석을 중심으로

The Value of CSR on Organization-Employee Relationship Management with Generation MZ Employee

정혜승|성민정
한국PR학회 (Korean Academic Society For Public Relations)|2022.03|PR연구 (Journal of Public Relations)|제26권 제1호|pp. 1-32|DOI 10.15814/jpr.2022.26.1.1

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참고문헌

키워드

CSRMZ세대Generation MZ조직구성원Internal communication조직구성원-조직 관계성조직구성원 커뮤니케이션 행동사내 커뮤니케이션Organization-employee relationshipsEmployee communication behavior
주제분류신문방송학

초록

본 연구는 CSR이 조직 구성원에게 미치는 영향을 조직과 조직구성원의 관계성 관점에서 살펴보았다. 특히CSR이 MZ세대에게 미치는 영향을 분석하여 MZ세대와의 관계 구축 차원에서 CSR의 활용 가능성을 확인해 보았다. 자산 총액 5조원 이상 대기업 집단에 근무하는 조직구성원을 대상으로 설문조사를 진행하였다. 조직구성원 특성이 고루 분포된 표본을 확보하기 위해 성별, 연령 등을 고려한 할당 표집(quota sampling)을 실시했으며, 특히 MZ세대와 X세대 간 차이 비교를 위해 세대 간 비례 할당 표집을 실시하였다. 연구결과 CSR은 조직구성원-조직 관계성 및 조직 동일시를 매개하여 조직구성원이 외부 이해관계자를 대상으로 진행하는 커뮤니케이션 행동에 긍정적인 영향을 미치는 것으로 나타났다. 또한 CSR 효과에는 세대 간 차이가 존재하며, CSR은 MZ세대 보다 X세대의 긍정적 커뮤니케이션 행동을 촉진하고 부정적 커뮤니케이션을 억제하는 것으로 나타났다. 본 연구는 다수의 CSR 연구가 외부 이해관계자 대상의 효과를 살펴본 반면, CSR이 조직구성원에게 갖는 효과를 탐색함으로써 이론 및 실무적 틀을 확장할 수 있을 것으로 기대된다. 또한 CSR 효과의 세대 간 차이를 검증함으로써 사내 커뮤니케이션 전략으로서 CSR의 가치 및 활용 방안에 대해 실질적 시사점을 제시한다.

Abstract

Although research on CSR has focused on the effect of CSR on external stakeholders for decades, the current study attempts to examine the influence of CSR on employees from an employee-organization relationship perspective. More specifically, this study explores the role of CSR as a strategic tool to build relationships with Generation MZ employees. Method An online survey was conducted among employees working in large Korean companies using quota sampling. Findings of this study indicate that CSR plays a critical role to facilitated employees’ positive communication behaviors toward external stakeholders. It is mediated by employee-organization relationships and organizational identification. Findings of this study also show a moderating role of the generation gap in CSR effects, revealing that CSR has stronger effects on Generation X than on Generation MZ in fostering positive communication behaviors and prohibiting negative communication behaviors. Conclusion Results of the study shed further light on expanding the span of CSR research from external stakeholders to internal stakeholders.

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