엔터테인먼트 기업의 ESG 활동이 기업 및 아티스트 이미지, 팬 충성도, 구매 의도에 미치는 영향에 관한 연구

초록

The entertainment industry has experienced rapid growth driven by the Korean Wave (Hallyu), but this growth has also been accompanied by a range of negative ESG-related issues. Given the industry's inherent visibility and heightened public interest, these issues have been widely publicized. As a result, there has been an increasing demand—largely led by fans—for entertainment companies to engage in responsible ESG practices, making ESG management an essential, rather than optional, aspect of the industry. Despite this, there remains a paucity of research on ESG within the entertainment sector. This study aims to examine the impact of entertainment companies' ESG activities on corporate and artist images, and how these perceptions influence fan loyalty and purchase intention. Data were collected from Chinese students studying in Korea, and structural equation modeling (SEM) was employed to analyze the relationships between entertainment companies' ESG activities, corporate and artist images, fan loyalty, and purchase intention. The results revealed that, among entertainment companies' ESG activities, social and governance efforts had a positive effect on the corporate image, while environmental activities positively influenced the artist's image. Moreover, the mediation analysis indicated that artist image significantly affected purchase intention indirectly through fan loyalty, with indirect effect being stronger than direct effect. This research contributes to understanding how ESG activities influence consumer behavior within entertainment industry and provides a foundation for establishing strategic ESG management practices that support sustainable growth of entertainment companies.

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