Journal of Undergraduate Research
Keywords
CSR, insurance, emotional data, strategy theory
College
David O. McKay School of Education
Department
Educational Leadership and Foundations
Abstract
The purpose of this project was to investigate the impact of emotional data on strategy theory, and explore the potential of using natural language processing to obtain meaningful insights from the emotional content of written text. The theory of CSR as Insurance, which relates a company’s level of corporate social responsibility (CSR) with how they are viewed by stockholders, was chosen because it is an inherently emotional theory. It holds that companies with a strong reputation for socially responsible activities are less likely to be penalized by stakeholders after a negative event—such as a corporate scandal, lawsuit, or major accident—than their counterparts who lack such a reputation. Stakeholders are seen as more likely to give reputable companies the benefit of the doubt, viewing a public blunder as an exception rather than the rule due to positive attributions of good will.
Recommended Citation
Gates, Nathaniel S. and Kryscynski, David G.
(2017)
"CSR as Insurance: Investigating the Theory with Emotional Data,"
Journal of Undergraduate Research: Vol. 2017:
Iss.
1, Article 257.
Available at:
https://scholarsarchive.byu.edu/jur/vol2017/iss1/257