Creating Shared Value (CSV) is an actively responsible management strategy to overcome the limitations of CSR(Corporate Social Responsibility) by linking social issues with corporate objectives (Kim, Kyu-shik, 2016). The purpose of this study is to examine the impact of telecommunication companies'' CSV activities on social distance, brand image and consumer behavior intention.
In order to collect samples, 245 questionnaires were distributed and collected through a self - administered survey conducted on senior citizens at 10 elderly welfare centers in Chungcheong province where KT provided IT supporter’s free smartphone education. Among the collected samples, the questionnaires that contained omitted responses and irresponsible responses were removed, and only 148 samples were used to test the proposed hypothesis using SPSS 18.0 and AMOS 18.0. The results of this study are as follows.
First, it was shown that the CSV activities of telecommunication companies have a positive effect on social distance. Economic value and social value, which are sub-factors of CSV, both had a positive effect on social distance, and social value had higher path coefficient than economic value. It can be concluded that social value has more influence on consumer''s psychology than economic value.
Second, it was shown that CSV affects the brand image positively. Thus, the result of this research agreed with the study by Oh Kwang (2016), where it was shown that CSV had positive effect on corporate image. CSV activities are the activities of corporations to use their corporate resources to solve social problems, where brand image can be enhanced by use of its corporate capacity.
Third, it was shown that social distance had a positive effect on brand image. The result of this research confirmed the result of previous researches that closer social distance positively affects dependent variables such as valuation, attitude and behavior.
Fourth, the effect of social distance on consumer behavior intention positively affected the word of mouth and purchase intention, excluding willingness to pay, however. The result implies that, although closer social distance positively affects brand image, it only had partial positive impact on consumer behavior intention.
Fifth, brand image has a positive effect on consumer behavior intention.

This study provided a theoretical basis for the researches that argue that the CSV of telecommunication companies has a positive effect on brand image and consumer behavior intention through social distance, which is a psychological variable. Also, the research is academically meaningful in that it is the starting point of research on other psychological variables such as CSV intention experienced by consumers on CSV activities where corporations pursue economic values.
In practical terms, this study suggests that the telecom industry needs, in establishing CSV strategy, to make a plan for consumers to feel closer in social distance. In addition, the research suggested possibilities successful CSV in which telecom industry is able to solve social problems by utilizing its innovative technologies and services, to recognize new customers and markets in the area considered as BOP market, and to establish regional clusters.
Further research is needed on the various psychological variables in which CSV affects stakeholders in the future.