Sociology and Anthropology Vol. 1(1), pp. 40 - 45
DOI: 10.13189/sa.2013.010105
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Multi-Platform Mass Media Strategy of Seoul Metropolitan Rapid Transit Corporation (SMRT) : Case Study of SMRT in Korea

Seung-jun Moon^*, Tae Woo Kim, Sun Hong Park
Dept. of Communication and Information, Inha University, Korea

ABSTRACT

Today, corporate social responsibility (CSR) programs have proliferated among the world's largest corporations. Recently, the role of major corporations in Korea has changed also. Rather than simply making profit, they now have a social role and strive to be accountable to stakeholders. The Seoul Metropolitan Rapid Transit Corporation (SMRT), one of the major public corporations in Korea, spends much money on its multi-platform mass media strategy. The purpose of this paper is to determine whether the Seoul Metropolitan Rapid Transit Corporation (SMRT) is successfully implementing a multi-platform mass media strategy to inform stakeholders of efforts to improve social, economic, and safety environments. A hierarchical regression analysis was used because it is one of the best methods to control for third variables causing pseudo-effects. Finally, it was found out that only newspaper and radio affected respondents' perception of SMRT's social environment. Interestingly, exposure to magazine was negatively related to respondents' perception of SMRT's economic environment. In the case of respondents' perception of SMRT's safety environment, none of the chosen mass media platforms had any affect at all.

KEYWORDS
Multi-Platform Mass Media Strategy, Media Effects

Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Seung-jun Moon , Tae Woo Kim , Sun Hong Park , "Multi-Platform Mass Media Strategy of Seoul Metropolitan Rapid Transit Corporation (SMRT) : Case Study of SMRT in Korea," Sociology and Anthropology, Vol. 1, No. 1, pp. 40 - 45, 2013. DOI: 10.13189/sa.2013.010105.

(b). APA Format:
Seung-jun Moon , Tae Woo Kim , Sun Hong Park (2013). Multi-Platform Mass Media Strategy of Seoul Metropolitan Rapid Transit Corporation (SMRT) : Case Study of SMRT in Korea. Sociology and Anthropology, 1(1), 40 - 45. DOI: 10.13189/sa.2013.010105.