Word Cloud Analysis of Corporate Reputation and the Influence of

Corporate Social Responsibility on Corporate Reputation

Tianyu Wang

Institute of Management, Dalian Polytechnic University, Paoya Street, Dalian City, China

Keywords: Corporate Reputation, Corporate Social Responsibility, Green Human Resource Management.

Abstract: Along with the economic and social development, the company has also been developed to a great extent,

but the environmental pollution has become a high-profile topic at present, the environmental pollution will

affect enterprise's reputation and image, so more and more domestic and foreign scholars to the field of

research, explore the ways and means to improve enterprise reputation. This paper uses Python to highlight

the words with high frequency in the text to dig and analyze the research hotpots of corporate reputation. At

the same time, considering the two factors of corporate social responsibility and corporate reputation, this

paper studies the mechanism of corporate reputation and corporate social responsibility, and analyzes the

intermediary role of green human resource management in corporate social responsibility and corporate

reputation. The results show that corporate social responsibility can promote corporate reputation. Green

human resource management plays a positive intermediary role in the mechanism of corporate social

responsibility to corporate reputation.

https://orcid.org/0000-0001-6488-1845

1 INTRODUCTION

With the serious destruction of the ecological

environment, the coordinated development of social

development and environmental protection has

become a topic of widespread concern at home and

abroad. As an important part of the social and

economic system, enterprises have a relatively large

impact on environmental protection and

environmental protection. At the same time, as the

incidents of enterprises destroying the environment

in order to develop continue to appear in the public

view, all aspects of society and related stakeholders

of enterprises pay more attention to various activities

of enterprises. Enterprises also pay more attention to

their own environmental protection in the face of

more environmental concerns and demands from the

society. If enterprises choose to passively face the

fact that they need to develop green, they will not be

able to gain competitive advantages under the trend

of green development, so they must formulate green

development plans according to their own

development strategies. Human resources, as one of

the important parts of all kinds of resources in

enterprises, will affect the development of

enterprises to a large extent, and it is the source of

enterprises to keep competitive advantages.

Therefore, if enterprises want to improve their

competitiveness, they need to play the role of human

resources incisively and vividly. However, it is

certainly far from enough to only carry out the green

development of human resources. The social

responsibility of an enterprise also determines the

extent to which an organization carries out green

human resources. At the same time, different

positions of enterprises in the industry will lead to

different social responsibilities. To sum up, these

factors will directly or indirectly affect the

reputation and image of enterprises.

2 WORD CLOUD ANALYSIS OF

CORPORATE REPUTATION

Word cloud map is a kind of visualization method to

summarize the text by filtering and analyzing the

text and highlighting the words with high frequency

in the text. The size of the words in the word cloud

is positively correlated with the frequency of their

180

Wang, T.

Word Cloud Analysis of Corporate Reputation and the Inﬂuence of Corporate Social Responsibility on Corporate Reputation.

DOI: 10.5220/0012027700003620

In Proceedings of the 4th International Conference on Economic Management and Model Engineering (ICEMME 2022), pages 180-184

ISBN: 978-989-758-636-1

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

appearance in the text, so the importance of some

words can be directly reflected, so the research

hotpots of corporate reputation can be clearly seen.

2.1 Data Collection

Based on the literature research, this paper took

WOS as the literature source database and Corporate

reputation as the retrieval term. A total of 867

literature on corporate reputation were retrieved, and

650 literature on corporate reputation in recent years

were selected, excluding those with low correlation

with corporate reputation.

2.2 Data Processing

Through Python programming, key words were

extracted from the selected 650 literature, and then

the extracted keywords were changed into lowercase

letters. After ranking the frequency of keyword

occurrences, the keywords with the highest

frequency were extracted for processing and

analysis. The word cloud map was drawn as follows.

Figure 1: Word cloud analysis of corporate reputation.

2.3 Results Analysis

Corporate reputation through word cloud knowable

and word frequency in the highest is the social

environment, enterprise management, scientific,

international, corporate responsibility, such as word

frequency, can see corporate reputation not only is

the enterprise internal matters, it includes both the

enterprise internal include external, enterprise can

provide the high quality of the product or service to

enhance their own reputation, At the same time, they

can also improve their corporate reputation by

assuming their own social responsibilities and

actively carrying out green development.

3 LITERATURE REVIEW

3.1 Green Human Resource

Management

The source of green human resource management is

the concept of "sustainable development". After this

concept was put forward, scholars put forward the

concept of "environmental management"

successively (Boudreau and Ramstad 2005).

Therefore, later scholars combined human resource

management and environmental management,

emphasizing the necessity of human resource

management for effective participation in

environmental management system. Scholars define

sustainable human resource management as "the

human resource management that will not affect its

future needs, but also can meet the current

development needs of enterprises", thus forming a

new research field (Jackson et al., 2011).

3.2 Corporate Social Responsibility

Corporate social responsibility means that

enterprises not only need to assume economic

responsibilities to shareholders, but also need to take

a series of measures to assume moral and legal

responsibilities to the environment and stakeholders.

(H. Abdoh, O. Varela, 2017). When employees

perceive that enterprises are willing to undertake

social responsibility and implement CSR into

specific systems and policies, they are more willing

to support and participate in CSR and actively and

voluntarily adopt green work behaviors (Tian Q,

Robertson J L, 2019). The stakeholders of

enterprises for environmental protection include

consumers and internal employees, so it is necessary

Word Cloud Analysis of Corporate Reputation and the Inﬂuence of Corporate Social Responsibility on Corporate Reputation

181

to study the mechanism of how corporate social

responsibility affects employees' green behavior.

3.3 Corporate Reputation

Corporate reputation refers to the evaluation of the

past behavior and the evaluation description of the

future planning of the enterprise by the stakeholders

of the enterprise, which represents the evaluation of

the enterprise by the outside world and the

stakeholders of the enterprise. In the embryonic

period, the market of China is also in the stage of

small market size and imperfect systems, so the

reputation of enterprises is too busy to ask

(Ogunfowora B, 2014). When in the competition

stage, most enterprises have experienced the

competition of product quality and product price. At

this time, enterprises begin to enter the stage of

enterprise reputation competition. The social

responsibility of an enterprise also determines the

extent to which the organization carries out green

human resources. These factors will directly or

indirectly affect the reputation and image of the

enterprise, so the reputation of the enterprise has

also become an important part of enterprise

management.

4 THEORETICAL BASIS AND

MODEL CONSTRUCTION

4.1 Corporate Social Responsibility

and Corporate Reputation

If a company wants to improve its reputation, it must

take more corporate actions to fulfill social

responsibility. According to the stakeholder theory

of an organization, the stakeholders of an

organization can obtain the information related to an

enterprise through various channels. One of the

information that stakeholders attach great

importance to is whether an enterprise takes the

behavior characteristic of fulfilling its social

responsibility and the degree to which it takes it. If

the company has a good corporate image, the

candidate will use the company's image as a signal

to make a decision about whether to join the

organization. A good corporate reputation will also

be more attractive to consumers, thus creating more

corporate performance for the enterprise. Therefore,

this paper believes that the characteristics of

corporate social responsibility will improve

corporate reputation, and proposes the following

hypothesis:

Hypothesis 1: The characteristics of corporate

social responsibility can promote the improvement

of corporate reputation.

4.2 The Mediating Role of Green

Human Resource Management

The behavior of enterprises to fulfill the

characteristics of social responsibility inevitably

includes the green human resource management of

enterprises. Therefore, to some extent, the

implementation of green human resource

management of enterprises will be affected by the

behavior of enterprises to fulfill the characteristics of

social responsibility. In an organization, if the

organization not only encourages and guides the

green behavior of employees, but also is influenced

by the organization, the employees in the

organization will also take the active or passive

green behavior to work. When both the organization

and the employees in the organization try their best

to adopt green work behavior, the environmental

protection performance and corporate reputation of

the enterprise can be promoted and improved.

Therefore, this paper believes that green human

resource management will improve the reputation of

enterprises, and proposes the following hypothesis:

Hypothesis 2: Green human resource

management plays a positive mediating role in the

mechanism of corporate social responsibility and

corporate reputation.

5 THE RESEARCH METHODS

5.1 Research Samples and Data

Sources

The respondents are from 160 different enterprises

in the highly competitive industries and in the

moderately competitive industries. In the later stage

of this paper, 5 blank and invalid questionnaires due

to various reasons were removed, and the data of

155 enterprises were retained after processing.

5.2 Variable Measurement

5.2.1 Corporate Social Responsibility

Corporate social responsibility content analysis

method, reputation index method and third-party

evaluation index method are commonly used to

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study corporate social responsibility.

5.2.2 Green Human Resource Management

The 18-item scale developed by Tang et al. was used

for measurement, and the questionnaire was

evaluated by five-point Likert scale to determine

how many enterprises implemented green human

resource management and to what extent.

5.2.3 Corporate Reputation

The global RepTrakPulse score is used for

measurement, and the reliability and validity of this

measurement standard are tested by Ponzi et al. to

determine the level of corporate reputation of each

enterprise.

In summary, the research model of this paper is

+β

(1)

6 THE RESULTS OF THE STUDY

6.1 Correlation Analysis of Variables

Stata software was used to process the data of

various variables, including corporate social

responsibility, green human resource management

and corporate reputation. As can be seen from Table

1, there is a significant positive correlation between

corporate social responsibility and green human

resource management (r=0.20, p < 0.05), indicating

that corporate social responsibility will positively

promote green human resource management in

enterprises. Table 1 also shows that green human

resource management is significantly positively

correlated with corporate reputation (r=0.39, p <

0.01), indicating that corporate reputation and

corporate image will be positively promoted by

corporate green human resource management.

Table 1: Correlation coefficient of each variable.

Variable Csr Ghrm Cr

Csr 1

Ghrm 0.20

Cr 0.58

0.39

The mean 132.1 127.8 121.0

The standard deviation 59.54 35.45 23.33

Note: N=155; **show p<0.01, *show p<0.05;

6.2 Descriptive Statistical Analysis

Table 2 is the descriptive statistical results of

variables, as shown in the figure: Data of 155

enterprises were collected in this study, so the

sample observation value was 155. Each variable

basically conforms to the normal distribution, the

median value and the mean value have little

difference. The maximum, minimum and variance of

each variable are as follows: corporate social

responsibility (Csr), Green Human Resource

Management (Ghrm), and corporate reputation (Cr).

The difference between the maximum and minimum

values of each variable is relatively large, indicating

that each enterprise adopts the implementation of

corporate social responsibility, the distribution of

green human resources is uneven, and the corporate

reputation of each enterprise is very different.

Table 2: Descriptive analysis of data.

Va ri a

Obs Mean Media

Std.de

Min Max

155 132.1 125 59.54 36 140.4

Ghrm 155 127.8 119 35.45 24 134.3

155 112.3 105.4 66.31 21 130.4

6.3 Analysis of Regression

Table 3 is the regression results, the table shows the

model for y

0.58+0.39x

, can be seen from the

table in the R

is 0.7864, shows that the degree of

fitting model better; F value is 66.68, P<0.01

indicates that the overall model is significant at the

1% level. The T-values of corporate social

responsibility and green human resource

management are 8.98 and 6.89 respectively,

indicating that the variable is significant; It can be

seen from the table that hypothesis 1 and hypothesis

2 are both valid.

Table 3: Analysis of regression.

Linear

regress

ion

Number of obs = 155

(

3,32

)

= 66.68

Prob>F = 0

R-square

= 0.7864

Root MSE = 1.0609

Coef Std.Err. t P>t

0.58 0.000123 8.98 0

Ghrm 0.39 0.000765 6.89 0

7 CONCLUSION

This paper takes 155 Chinese enterprises as the

research object, constructs a model with corporate

social responsibility as the antecedent variable,

Word Cloud Analysis of Corporate Reputation and the Inﬂuence of Corporate Social Responsibility on Corporate Reputation

183

green human resource management as the

intermediary variable and corporate reputation as the

outcome variable, and empirically tests whether the

model is valid or not. The results show that

corporate social responsibility can promote

corporate reputation; Green human resource

management plays a positive mediating role in the

mechanism of corporate social responsibility and

corporate reputation.

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