국내 지상파 방송사 ESG 경영이 뉴스 신뢰도에 미치는 영향에 관한 연구: 채널 브랜드 자산 매개 효과를 중심으로

초록

This study examines the impact of viewer evaluations of the ESG management of the four domestic terrestrial broadcasting companies (KBS, MBC, SBS, and EBS) on channel brand equity and news trustworthiness, and the mediating effect of channel brand equi-ty between ESG management evaluations and news trustworthiness. For this purpose, a survey was conducted on 422 college students. According to the research results, sub- factors constituting the areas of environment (climate change, waste disposal), society(labor human rights, fair trade, consumer protection, community, media pluralism), and governance (ethics and compliance management, transparent management) were de-termined by terrestrial broadcasters. Different causal relationships were shown for broadcasting company channel brand awareness, image, and loyalty. Likewise, each ter-restrial broadcasting company's ESG management evaluation showed a different pos-itive or negative causal relationship with news trustworthiness. Although there are dif-ferences for each terrestrial broadcaster, in general, among the sub-factors of ESG man-agement of domestic terrestrial broadcasters, in the environment (E) area, climate change, in the society (S) area, media plurality, viewer protection, and in the governance area, ethics and compliance management and transparency. Management factors were the main variables affecting channel brand equity and news trust. Each terrestrial broad-caster's channel brand equity showed a significant partial mediating effect between viewers' ESG management evaluation and news trust. These results demonstrate that when each terrestrial broadcaster pursues ESG management, a strategic approach com-bined with its own identity is necessary.

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