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Public welfare-oriented media promotion and corporate donations: Evidence from “Touching China”

Author

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  • Li, Haiyan
  • Yin, Peiyan
  • Zhou, Yonghong

Abstract

Mass media play a broad role in raising public awareness. Using a staggered difference-in-differences approach, this study examines the impact of public welfare-oriented media promotion on corporate donations through a natural experiment of the Touching China program. We find that companies in cities where one of the People Who Moved China was born donate 23.9% more than others. The effect is more significant in companies that have gender-diverse boards, are state-owned, receive negative media coverage, and are in the growth stage, and deeds of philanthropy strengthen it. The heterogeneity implies three mechanisms: raising altruistic charitable awareness, maintaining government connections, and bolstering corporate reputation. This paper provides a new perspective on the link between media promotion and corporate social responsibility.

Suggested Citation

  • Li, Haiyan & Yin, Peiyan & Zhou, Yonghong, 2025. "Public welfare-oriented media promotion and corporate donations: Evidence from “Touching China”," Journal of Economic Behavior & Organization, Elsevier, vol. 238(C).
    • Handle: RePEc:eee:jeborg:v:238:y:2025:i:c:s0167268125003142
    DOI: 10.1016/j.jebo.2025.107195
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    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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