Media Industry CSR and Green ESG: The Moderating Effect of Human-AI Digital Media Technology Innovation

Jun Cui

doi:10.30560/mct.v1n2p9

Jun Cui Solbridge International School of Business, Woosong University, Daejeon, Republic of Korea

DOI: https://doi.org/10.30560/mct.v1n2p9

Keywords: Corporate Social Responsibility (CSR), media industry, Green ESG Performance, Human-AI Collaboration, digital media technology innovation, environmental sustainability

Abstract

This study investigates the impact of corporate social responsibility (CSR) practices in the media industry on green environmental, social, and governance (ESG) performance, with a specific focus on the moderating role of human-AI digital media technology innovation. Using panel data from 2910 firm-year observations from Chinese listed companies between 2015 and 2022, we document a significant positive relationship between media industry CSR initiatives and green ESG performance. Furthermore, our findings reveal that human-AI digital media technology innovation strengthens this positive relationship, suggesting that technological advancement enhances the effectiveness of CSR activities in promoting environmental sustainability. The results remain robust across alternative specifications and methodologies. This study contributes to the growing literature on sustainability in the media sector and offers practical implications for firms and policymakers seeking to leverage technological innovation to advance green development goals.

References

Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
Chan-Olmsted, S., & Wang, R. (2020). Understanding the evolving media industry and audience behaviors in the age of digitalization: A research agenda. Journalism & Mass Communication Quarterly, 97(3), 625–649. https://doi.org/10.1177/1077699020915132
Cui, J. (2024). Analysis digital transformation on corporate ESG performance: A qualitative study. Journal of Modern Social Sciences, 1(2), 89–98.
Cui, J. (2025). Exploring the impact of digital leadership and green digital innovation on corporate digital transformation. Journal of Current Social Issues Studies, 2(4), 215–220.
Freeman, R. E. (1984). Strategic management: A stakeholder approach. Pitman.
Küng, L. (2017). Strategic management in the media: Theory to practice (2nd ed.). SAGE Publications.
Ohlsson, J. (2012). The practice of newspaper ownership: Fifty years of control and influence in the Swedish local press. University of Gothenburg.
Porter, M. E., & Kramer, M. R. (2011). Creating shared value. Harvard Business Review, 89(1-2), 62–77.
Tench, R., Sun, W., & Jones, B. (Eds.). (2014). Communicating corporate social responsibility: Perspectives and practice. Emerald Group Publishing.