IDEAS home Printed from https://ideas.repec.org/a/eee/jeborg/v238y2025ics0167268125003142.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167268125003142
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jebo.2025.107195?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jeborg:v:238:y:2025:i:c:s0167268125003142. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jebo .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.