Bridging employee advocacy in anonymous social media and internal corporate social responsibility (CSR)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yeunjae Lee
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Exchange ◽  
Organizational Citizenship Behavior ◽  
Online Survey ◽  
Full Time ◽  
Content Type ◽  
Communal Relationship ◽  
Corporate Social

PurposeThis study explores the link between internal corporate social responsibility (CSR) and employee advocacy intention in the anonymous online environment, viewing the positive behavior of employees in anonymous social media as discretionary and altruistic efforts for their organization. Guided by social exchange theory (SET) and relationship management theory, the role of a communal relationship and organizational citizenship behavior (OCB) is likewise explored.Design/methodology/approachAn online survey was conducted with 405 full-time employees in the US.FindingsResults showed that internal CSR positively influences the organization–employee communal relationship as well as OCB. Results further show that the employee-oriented communal relationship plays an important role in increasing OCB, which in turn enhances employee advocacy intention in anonymous social media.Originality/valueThis study is one of the first attempts to conceptualize employees' advocative behaviors in anonymous websites (e.g. Glassdoor) and to explore the antecedents of advocative behaviors, drawing insights from human resources management and internal relations.

Linking internal CSR with the positive communicative behaviors of employees: the role of social exchange relationships and employee engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yeunjae Lee
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Employee Engagement ◽  
Social Exchange ◽  
Full Time ◽  
Exchange Relationships ◽  
Content Type ◽  
Communicative Behaviors ◽  
Corporate Social

Purpose This study aims to examine the effects of internal corporate social responsibility (CSR) on the two types of communicative behaviors of employees, namely, scouting and advocative behaviors. Guided by social exchange theory, the study also explored the mediating role of social exchange relationships between an organization and its employees and employee engagement. Design/methodology/approach An online survey was conducted with 405 full-time employees in the USA across industry sectors. Findings Results show the following: internal CSR practices, including employment stability, working environment, skill development, workforce diversity and work–life balance, improve social exchange relationships and employee engagement; social exchange relationship mediates the positive association between internal CSR and engagement and advocative behavior; and employee engagement also mediates the association between internal CSR and the scouting and advocative behaviors of employees. Originality/value This study is among the first attempts to explore the effectiveness of organizations’ internal corporate social responsibility practices on employees’ informal communicative behaviors, information seeking and transmitting within and outside of their organization.

scholarly journals Campaign participation, spreading electronic word of mouth, purchase: how to optimise corporate social responsibility, CSR, effectiveness via social media?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Svetlana Bialkova ◽  
Stephanie Te Paske
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Online Survey ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Socially Responsible ◽  
Content Type ◽  
And Performance ◽  
Corporate Social

PurposeThe purpose of this paper is to investigate how to optimise corporate social responsibility (CSR) when communicating via social media. In particular, the communication type, cause proximity and CSR motives are addressed facing the increased demand for transparency and the grown consumers' expectations towards socially responsible brands.Design/methodology/approachOnline survey was developed, based on a profound literature review and a field research we did on the actual social media behaviour of socially responsible brands. Consumers attitudes and behavioural reactions in terms of willingness to participate in a campaign, to spread e-WOM and to purchase were investigated, as a function of CSR motives (value vs performance vs value and performance) and cause proximity (national vs international), respectively, with monologue (study 1) and dialogue communication type (study 2).FindingsCause proximity enhanced the campaign participation, and this effect was pronounced for both, monologue and dialogue type of communication. CSR motives modulated the willingness to spread electronic word-of-mouth, and this holds for both, monologue and dialogue communication. Attitudes and purchase intention were highest when value- and performance-driven motives were communicated, but these effects appeared only when the message was in a dialogue form of communication. Message credibility and CSR motives credibility perception further modulated consumers response.Practical implicationsThe outcomes could be used in developing marketing (communication) strategies leading to values and revenues optimisation.Originality/valueThe results are discussed in a framework of how CSR resonates via social media.

Consequences of corporate social responsibility on employees

2019 ◽  
Vol 49 (1) ◽  
pp. 231-249
Author(s):  
Evans Asante Boadi ◽  
Zheng He ◽  
Eric Kofi Boadi ◽  
Josephine Bosompem ◽  
Philip Avornyo
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Exchange ◽  
Structural Equation ◽  
Social Exchange Theory ◽  
Banking Sector ◽  
Work Motivation ◽  
Content Type ◽  
Time Lagged ◽  
Corporate Social

Purpose The purpose of this paper is to draw on affect social exchange theory and related literature to develop and test a research model linking employees’ perception of corporate social responsibility (CSR) to their outcomes [performance and organisational pride (ORP)] with moderating variables: perceived work motivation patterns (autonomous and controlled motivation) to sustain firm’s operations through their employees. Design/methodology/approach The authors used Ghana as a case for this study due to recent turbulences in the banking sector of Ghana. A sample data of 244 subordinate/supervisor dyads from rural and community banks was collected with a time-lagged technique and analysed through a structural equation modelling for this study. Findings These employee’s perceptions of CSR positively related to their performance and ORP. Autonomous motivated employees had a stronger positive moderated impact on perceived CSR-Performance link whereas controlled motivated employees recorded a stronger impact on perceived CSR-ORP link. Practical implications Based on these results, managers and human resource (HR) professionals can aim at acquiring favourable employees’ perception of their firms’ CSR initiatives. In that, it can help firms to remain in business particularly in difficult times. Also, autonomous and controlled motivators may seem inversely related, however, they are not contradictory to each other. Both can coexist within a firm and it is crucial that HR professionals and managers endeavour to balance them discreetly to attain organisational goals. Originality/value Despite the growing interest in CSR across continents, CSR outcomes on employees among small and medium scale firms especially in Africa has fairly been toned-down by respective management of firms, governments and researchers.

Impact of Employees' Perceived Corporate Social Responsibility on Organizational Citizenship Behavior

2020 ◽  
Vol 11 (3) ◽  
pp. 25-38
Author(s):  
Tahniyath Fatima
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Exchange ◽  
Organizational Citizenship ◽  
Organizational Citizenship Behavior ◽  
Social Identity Theory ◽  
Attribution Theory ◽  
Citizenship Behavior ◽  
Corporate Social ◽  
The Impact

Perceived reality plays a more prominent role in shaping one's attitudes and behaviors than the actual reality itself. Research on perceived corporate social responsibility (PCSR) has gained interest and this research study examines the specific relationship of PCSR with a discretionary behavioral construct, organizational citizenship behavior (OCB). Building upon social theories such as the social identity theory, social exchange theory, social learning theory, and social attribution theory, a conceptual framework is proposed that identifies the impact of internal and external moderators on the PCSR-OCB relationship. Through proposing the impact of external moderators, the researcher aims to bring in objectivity when assessing PCSR, a subjective construct. Further contributions to research and practitioners are highlighted and future avenues for research are discussed.

Corporate social responsibility and organizational commitment: effects of CSR attitude, organizational trust and identification

2020 ◽  
Vol 15 (3) ◽  
pp. 255-272
Author(s):  
Nimmy A. George ◽  
Nimitha Aboobaker ◽  
Manoj Edward
Keyword(s):  
Corporate Social Responsibility ◽  
Organizational Commitment ◽  
Social Responsibility ◽  
Social Exchange ◽  
Indirect Effect ◽  
Affective Commitment ◽  
Organizational Trust ◽  
Content Type ◽  
Serial Mediation ◽  
Corporate Social

Purpose Drawing from the social identity theory and social exchange theory, the purpose of this study is to examine the intervening mechanisms linking perceived corporate social responsibility (CSR) and employees’ affective organizational commitment. It is proposed that organizational trust (OT) and organizational identification (OID) would serially mediate the aforementioned relationship. Furthermore, this paper attempts to understand how employees’ attitude toward the importance of CSR (ICSR), moderates the linkages under the focus of this study. Design/methodology/approach This descriptive study was conducted among a sample of 519 employees working in the manufacturing sector in India. Self-reporting standardized questionnaires were administered among the respondents, who were selected through the judgment sampling method. Measurement model analysis was done using IBM AMOS 24.0 and Hayes’ PROCESS macro 3.0 (Models 6 and 84) was used for testing the serial mediation and moderated serial mediation. Findings Results revealed a significant indirect effect of all dimensions of CSR on employees’ affective commitment, serially mediated through OT and OID. The conditional indirect effects varied significantly and it was identified that CSR to customers and CSR to employees had a significant conditional indirect effect on affective commitment, through attitude toward the ICSR, OID and OT. However, the conditional indirect effect of CSR to social and non-social stakeholders on affective commitment was not statistically significant. Originality/value This study is pioneering in conceptualizing and empirically testing an integrated theoretical framework that models the influences of perceived CSR, employees’ attitude toward the ICSR, OID and OT on their affective commitment toward the organization. CSR plays a vital role in strengthening the employer-employee relationship and managers should facilitate a work environment that befits the alignment of organizational and individual ethics and values.

Corporate social responsibility strategies and their impact on employees’ commitment

2016 ◽  
Vol 9 (2) ◽  
pp. 172-201 ◽  
Author(s):  
Linda Mory ◽  
Bernd W. Wirtz ◽  
Vincent Göttel
Keyword(s):  
Corporate Social Responsibility ◽  
Organizational Commitment ◽  
Social Responsibility ◽  
Organizational Behavior ◽  
Social Exchange ◽  
Social Identity Theory ◽  
Relevant Literature ◽  
Affective Organizational Commitment ◽  
Content Type ◽  
Corporate Social

Purpose – The purpose of this paper is to investigate how employees perceive corporate social responsibility (CSR) within their organizations, thus employees’ Internally Perceived CSR and how it impacts their organizational commitment. Design/methodology/approach – For conceptualizing, the constituents of Internally Perceived CSR – Individual CSR-Perception, Organizational CSR-Perception and their respective factors – are derived from social exchange theory, social identity theory and further relevant literature. The study’s research model is tested through a survey consulting 386 respondents from a company operating in renewable energies. Findings – The results lead to the following conclusions: Internally Perceived CSR strongly impacts employees’ Affective Organizational Commitment and comparatively low influences Normative Organizational Commitment. Moreover, Affective Organizational Commitment mediates Normative Organizational Commitment. Originality/value – The implementation of CSR has evolved to a crucial component of both organizational behavior and management. Nevertheless, the internal CSR-dimension has been largely neglected so far.

scholarly journals Effects of corporate social responsibility activities for refugees

2019 ◽  
Vol 24 (2) ◽  
pp. 318-333 ◽  
Author(s):  
Sabine Einwiller ◽  
Christopher Ruppel ◽  
Cornelia Strasser
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Online Survey ◽  
Experimental Studies ◽  
Actual Case ◽  
Content Type ◽  
Csr Image ◽  
Corporate Social ◽  
And Behavior ◽  
Positive Word Of Mouth

Purpose When in the Summer of 2015 unprecedented numbers of refugees traveled through Austria, not only public and governmental authorities were challenged to provide support, but also the business sector. Various companies responded to the challenge by organizing relief actions, among them Austrian Federal Railways (OEBB). The purpose of this paper is to analyze the effects of this initiative on stakeholder perceptions and behavior. Design/methodology/approach The case of OEBB served as the research context. Data were collected by means of an online survey in May of 2016, about eight months after the initiative. Findings Almost half of the participants mentioned OEBB’s activities for refugees in an unaided recall task. Unaided corporate social responsibility (CSR) awareness is related to people’s issue involvement and reminiscence of specific activities and communication measures. People unaidedly recalling the initiative expressed a significantly better CSR image and identification with the company; they also expressed a stronger intention to speak positively (positive word of mouth) about the company’s CSR activities. CSR image and attitude toward the initiative mediates this effect. Research limitations/implications The study stresses the importance of CSR awareness and communication. The non-representative sample does not allow general inferences. Originality/value This research uses an actual case to test the effectiveness of CSR activities and communication in the context of a highly critical situation, and sheds light on the mediating processes that drive the effects. The study extends existing knowledge from experimental studies.

Corporate social responsibility toward stakeholders and customer loyalty: investigating the roles of trust and customer identification with the company

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Niki Glaveli
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Exchange ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Content Type ◽  
Corporate Social ◽  
Customer Trust ◽  
The Impact

Purpose This study aims to uncover the underlying multiple intervening mechanisms between corporate social responsibility (CSR) and customer loyalty. Social identity and social exchange theories offer the ground for prediction that the primary outcomes of CSR initiatives are customer–company (C–C) identification and customer trust, which in turn affect customer loyalty. Also, the differential effect of CSR behaviors toward specific stakeholder groups on customer attitudes and behaviors are examined. Design/methodology/approach Data were collected from 333 customers of telecommunication companies in Greece. Structural equation modeling was used to test the postulated relationships. Findings The findings demonstrate that both C–C identification and customer trust intervene in the relationship between customer perceptions of CSR and customer loyalty; however, the identification mechanism is stronger than the trust mechanism in building customer loyalty while C–C identification seems to drive customer trust. Moreover, out of the three CSR components (customers, employees, and society/environment) that were considered as relevant to customers and were investigated, customer-centric activities were found to be the stronger predictor of both C–C identification and customer trust. Also, CSR toward society/environment was found to positively influence C–C identification. Practical implications The findings of this research can assist practitioners in effectively conceptualizing CSR image from a customers’ point of view and designing their company’s CSR and communication strategies to boost positive customer responses and strong long-term relationships. Originality/value The current study provides further insights into the complex relationship between CSR and customer responses and the impact that different CSR activities may have on customers.

Effect of transformational leadership on job performance: testing the mediating role of corporate social responsibility

2020 ◽  
Vol 17 (5) ◽  
pp. 605-625
Author(s):  
Jnaneswar K ◽  
Gayathri Ranjit
Keyword(s):  
Transformational Leadership ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Job Performance ◽  
Business Environment ◽  
Full Time ◽  
Content Type ◽  
Mediating Role ◽  
Corporate Social

PurposeEncouraging employees to bolster their performance in today's turbulent business environment is an important priority for all types of organizations. Even though few studies reported the impact of transformational leadership (TL) on job performance (JP), the role of mediators namely corporate social responsibility (CSR) in this relationship is not given due attention. The purpose of this paper is to assess the mediating role of CSR in the relationship between TL and JP in the Indian context.Design/methodology/approachData from 306 full time employees working in the manufacturing industry in India were collected through an online survey. The manufacturing organizations were selected on the basis of their active participation in CSR activities and robustness of HR practices. Three structured questionnaires were used for eliciting data from the employees, and AMOS software was used for testing the validity of the hypothesized model. PROCESS macro was used for testing the mediating role of CSR.FindingsTL impacted both JP and CSR. Additionally, CSR showed a positive relationship with JP of employees. The pivotal finding of the study is the partial mediation of CSR in the TL–JP relationship.Originality/valueBased on neo-charismatic paradigm theory, TL theory, stakeholder theory and social identity theory, this paper enriches the literature by demonstrating the mediation mechanism driving TL and JP relationship.

Corporate social responsibility (CSR) communication via social media sites: evidence from the German banking industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Philipp Schröder
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Banking Industry ◽  
Communication Strategies ◽  
Communication Strategy ◽  
Content Type ◽  
Csr Communication ◽  
Corporate Social ◽  
Symmetrical Communication

PurposeThis study aims to explore how banks practice corporate social responsibility (CSR) communication on two popular social media sites (SMSs), Facebook and Twitter. Furthermore, this study examines CSR communication strategies on SMSs, including the levels of communication direction and communication balance.Design/methodology/approachData were extracted from Facebook and Twitter over a five-year period (2015–2019), and content analysis was performed. The research setting was the German banking industry.FindingsThe results indicate that the number of banks using SMSs to communicate CSR-information increased over time. Although the majority of banks’ messages were not related to CSR, the most-referenced (least-referenced) CSR-theme was “society” (“human rights”). On Facebook, banks employed an interacting CSR communication strategy more often than an informing one when communicating CSR activities; on Twitter banks used a balanced mix of communication strategies. In terms of stakeholder engagement, social media users interacted with banks more frequently on Facebook than on Twitter, and banks made efforts to engage in two-way symmetrical communication.Research limitations/implicationsAlthough the sample comprised the most relevant banks in Germany, it was limited to a single national context. Thus, the results may not be generalizable.Originality/valueThis study makes a significant contribution to the limited literature on banks’ CSR communication via SMSs, provides new empirical evidence on the use of CSR communication strategies and extends prior research on the direction and balance of communication. Recommendations are provided for banking communication practitioners.

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