earticle

영어

This study analyzed the impacts of organizational trust, perceived by social workers on sponsorship outcome with organizational commitment and sponsorship marketing as mediating factors, so as to obtain guidelines on sponsorship activation strategies of social welfare organizations. As a result of an analysis, it turned out that all the factors of organizational trust, organizational commitment and sponsorship marketing had positive (+) correlations with sponsorship outcome. In addition, as a result of verification of a hypothetical model that organizational trust would have a direct impact on sponsorship outcome and at the same time, it has an impact on the result of sponsorship activities by mediating organizational commitment and sponsorship marketing, through Structural Equation Modeling (SEM), it was found that the research model set up by this researcher is suitable for data. This suggests that organizational trust of the social workers in charge should precede in order for social welfare organizations to develop sponsors and activate the development of contributions in the future, and it is confirmed that a clinical approach is necessary, centering around organizational trust, organizational commitment and sponsorship marketing.