The Antecedents of Consumer Engagement in CSR Communication in Social Media

Social Responsibility ◽

Reasoned Action ◽

Positive Influence ◽

Study Data ◽

Moral Norms ◽

Social Media Platforms ◽

Corporate Social ◽

This study aims to explore the ways in which targeted consumers engage with corporate social responsibility (CSR) activities on social media platforms, specifically when discussing their opinions and experiences regarding the CSR activities of their favorite brands. Therefore, the variable moral norms were integrated in the theory of reasoned action. The study data about consumers' engagement (CE) in corporate social responsibility communication (CSRC) over social media (SM) platforms—electronic word of mouth, or e-WoM—was collected from 290 actual engaged consumers in online ordering and involved in social media groups. The findings confirmed that the antecedent factors (consumers' attitudes, subjective norms, and moral norms) have a positive influence on consumers' intention to use e-WoM, while no effect was found on CE in CSRC in SM. Furthermore, e-WoM was found to have direct significant impact on CE in CSRC in SM as it mediates the relationship between the antecedent factors and CE in CSRC in SM.

EFFECTS OF CORPORATE SOCIAL RESPONSIBILITY ON EMPLOYEE LOYALTY: A STUDY ON MULTINATIONAL COMPANIES (MNCS) IN BANGLADESH

Khulna University Studies ◽

10.53808/kus.2021.18.02.2111-m ◽

2021 ◽

pp. 1-15

Keyword(s):

Social Responsibility ◽

Positive Influence ◽

Multinational Companies ◽

Study Data ◽

Three Dimensions ◽

Employee Loyalty ◽

Marketing Tool ◽

Corporate Social ◽

Corporate social responsibility (CSR) is considered as a strategic marketing tool since it brings benefits to the society and environment. It has significant influence on employee loyalty too. This study was conducted with the objective of examining the relationship between CSR and employee loyalty within the context of multinational companies (MNCs) operating in Bangladesh. Three dimensions of CSR (CSR towards employees, CSR towards community, and CSR towards customers) were incorporated to investigate the relationship between CSR and employee loyalty. A total of 100 employees working in MNCs operating in Bangladesh participated in the study. Data were collected through a self-administered questionnaire survey. The study hypotheses were tested using correlation and multiple regression analysis tools. The study findings confirm that CSR towards employees and CSR towards community have a significant positive influence on employee loyalty. However, the study findings fail to prove significant relationship between CSR towards customers and employee loyalty though the relationship is found significant in many other studies. The study findings have substantial importance to the HR professionals and organizational decision makers who are actively seeking for developing loyal employees in order to gain competitive advantages and improve organizational performances.

Exploring corporate social responsibility and organisational commitment within a retail organisation

Risk Governance and Control Financial Markets & Institutions ◽

10.22495/rcgv6i4c1art3 ◽

2016 ◽

Vol 6 (4) ◽

pp. 132-140

Author(s):

Jerelene Soobramoney ◽

Ophillia Ledimo

Keyword(s):

Social Responsibility ◽

Human Resources ◽

Positive Influence ◽

Global Market ◽

Organisational Commitment ◽

Competitive Edge ◽

Corporate Social ◽

Retail Company ◽

Organisations have difficulty retaining employees who have the necessary talent, skills and knowledge to give the company a competitive edge in a global market, thus emphasising the need for organisational commitment. The objective of the study was to explore the relationship between corporate social responsibility and organisational commitment within a South African retail organisation. Corporate social responsibility has a positive influence on consumer behaviour and can contribute to corporate success because CSR activities enhance an organisation’s image. Research has indicated that corporate social responsibility is related to an employee’s commitment. The Corporate Social Responsibility Scale and the Organisational Commitment Scale were administered to a non-probability sample of 171 employees from a population of 268 employees in the human resources department of a retail company. Person’s correlation analysis was used to determine the relationship between corporate social responsibility and organisational commitment. This study provided insight into the corporate social responsibility of the organisation. Managers and practitioners in the human resources may use these findings for the development of corporate social responsibility policies and practices in order to build employee commitment.

Institutional Corporate Social Responsibility and Organizational Performance: The Moderating effect of Transformational and Transactional Leadership

sjesr ◽

10.36902/sjesr-vol4-iss1-2021(184-192) ◽

2021 ◽

Vol 4 (1) ◽

pp. 184-192

Author(s):

Sidra Munawar ◽

Khalid Hussain Abbasi ◽

Dr. Naveed Iqbal Chaudhry

Keyword(s):

Social Responsibility ◽

Organizational Performance ◽

Leadership Styles ◽

Transactional Leadership ◽

Large Scale ◽

Sampling Technique ◽

Study Data ◽

Corporate Social ◽

This study aims to explore the relationship between transformational leadership (TFL), transactional leadership (TSL) styles, and corporate social responsibility (CSR) practices. The study explains the role of leadership styles between CSR and organizational performance (OP) to investigate the influence of leadership styles over CSR practices this study is the first of its kind in the Asian perspective and Pakistan in particular. Self-administered questionnaires are used to conduct this large-scale field study, data is collected from major cities of Pakistan. Questionnaires are filled by executive managers and administrative staff. Purposive sampling technique is adopted to approach the respondents. Obtained results prove that TFL is more closely interlinked to CSR practices and this relationship becomes robust with the involvement of stakeholder-oriented marketing. Moreover, findings suggest that TSL increases while the TFL decreases the relationship between CSR practices and OP.

Corporate social responsibility and employee pro-environmental behaviors

South Asian Journal of Business Studies ◽

10.1108/sajbs-10-2018-0117 ◽

2019 ◽

Vol 8 (3) ◽

pp. 246-265 ◽

Cited By ~ 3

Author(s):

Zahid Hameed ◽

Ikram Ullah Khan ◽

Tahir Islam ◽

Zaryab Sheikh ◽

Safeer Ullah Khan

Keyword(s):

Social Responsibility ◽

Organizational Citizenship ◽

Organizational Support ◽

Hospitality Industry ◽

Positive Influence ◽

Content Type ◽

Corporate Social ◽

Relationship Of ◽

Purpose The purpose of this paper is to extend the corporate social responsibility (CSR) literature by examining the influence of a firm’s external CSR activities (efforts directed toward external stakeholders of the firm) and internal CSR activities (efforts directed toward employees) on employees’ organizational citizenship behaviors toward the environment (OCBE) via organizational pride. The authors also examine the moderating role of perceived organizational support (POS) between CSR and organizational pride. Design/methodology/approach A total of 324 questionnaires were collected from the hospitality industry of Pakistan. Findings The results of this research revealed that dimensions of CSR (external and internal) have a positive influence on organizational pride. Also, organizational pride is found as an underlying mediating mechanism between the relationship of CSR and OCBE. The results also indicated that a higher level of POS strengthens the relationship between CSR and organizational pride. Practical implications The findings are limited to only hospitality industry. Organizations can enhance employees’ sense of pride through CSR activities, which subsequently enhance employees OCBE. The findings also suggested that organizational pride contains intrinsic motivation that can help employees to enhance their OCBE. Originality/value This research suggests that organizational pride and POS are important factors which influence the relationship between CSR and OCBE. Further, it also empirically tests this model in a developing country context.

The Importance of Philanthropic Corporate Social Responsibility and Its Impact on Attitude and Behavioral Intentions: The Moderating Role of the Barista Disability Status

Sustainability ◽

10.3390/su12156235 ◽

2020 ◽

Vol 12 (15) ◽

pp. 6235 ◽

Cited By ~ 1

Author(s):

Jinsoo Hwang ◽

Jinkyung Jenny Kim ◽

Seokhoon Lee

Keyword(s):

Social Responsibility ◽

Behavioral Intentions ◽

Positive Influence ◽

Disability Status ◽

Managerial Implications ◽

Corporate Social ◽

The Relationship ◽

Moderating Role

Despite the increased attention to corporate social responsibility and employment of disabled people worldwide, there is insufficient evidence about the effect of these interrelated initiatives on the formation of consumer behavior. To fill this gap, this study was designed to understand consumers’ responses with respect to such activities in the coffee industry. More specifically, this study proposed that philanthropic corporate social responsibility (PCSR) aids to enhance attitude which subsequently increases behavioral intentions. In addition, this study examined the moderating role of barista disability status in the relationship between PCSR and attitude. The quantitative approach was used to examine hypotheses, and data were collected from the following two types of Starbucks: (1) Starbucks where disabled baristas provide services and (2) Starbucks where non-disabled baristas provide services. The results of data analysis showed that PCSR positively affects attitude, which in turn has a positive influence on intentions to use, word-of-mouth intentions, and willingness to pay more. Lastly, the moderating role of barista disability status was identified. Based on the findings, discussions involved theoretical and managerial implications of this study that include the encouragement of hiring people with disabilities in the coffee shops.

The Effects of Corporate Social Responsibility Practices and Environmental Factors through a Moderating Role of Social Media Marketing on Sustainable Performance of Firms’ Operating in Multan, Pakistan

Sustainability ◽

10.3390/su11123434 ◽

2019 ◽

Vol 11 (12) ◽

pp. 3434 ◽

Cited By ~ 11

Author(s):

Abbas ◽

Mahmood ◽

Ali ◽

Raza ◽

Ali ◽

...

Keyword(s):

Social Media ◽

Social Responsibility ◽

New Product Development ◽

Environmental Effects ◽

Social Media Marketing ◽

Sustainable Performance ◽

Marketing Application ◽

Corporate Social ◽

This precise study performed a focalized investigation to examine the association of environmental effects, new product development performance, superior customers’ value, and corporate social responsibility (CSR) on sustainable performance. This research study aimed to investigate how social media marketing application moderates the association between corporate social responsibility and sustainable performance of the firms located in Multan Division, Pakistan. This study applied a simple random sampling approach to execute this research, and the authors sent a questionnaire with an invitation letter and informed consent form to 752 respondents. Based on 548 valid responses from the targeted population, the first step was to screen and analyze data through Statistical Package for the Social Sciences (SPSS-V25) and the Smart PLS V-3.2.8. The results indicated that corporate social responsibility presented a positive impact on firms’ sustainable performance. The findings also revealed that social media marketing tools moderated the relationship between CSR and sustainable production of business firms. As a final point, the study only included respondents from Multan Division, therefore, limiting the generalizability of the findings to other Pakistani business firms. The implications of this study may provide further directions for researchers and academicians to consider the larger sample size and the addition of new variables in other regions worldwide. The findings are useful for filling the gap between the relationship of environmental effects, CSR, and social media marketing application to calculate the sustainable performance of business firms.

The communication of corporate social responsibility practices through social media channels

Corporate Board role duties and composition ◽

10.22495/cbv14i1art3 ◽

2018 ◽

Vol 14 (1) ◽

pp. 34-49 ◽

Cited By ~ 3

Author(s):

Silvia Testarmata ◽

Fabio Fortuna ◽

Mirella Ciaburri

Keyword(s):

Social Media ◽

Social Responsibility ◽

Corporate Disclosure ◽

Socially Responsible ◽

Social Media Platforms ◽

Use Of Social Media ◽

Media Channels ◽

Corporate Social ◽

Social And Environmental Impacts

Corporations are rapidly expanding their use of social media in corporate disclosure, and many firms are now entering into a virtual dialogue with stakeholders to communicate their economic, social and environmental impacts on society. However, the use of social media as a form of dissemination in communicating corporate social responsibility still remains an under-investigated research topic. Stemming from these considerations, the purpose of the paper is to analyse how companies are using social media platforms to disclose the corporate social responsibility practices in order to engage stakeholders in compelling and on-going virtual dialogs, comparing how Socially Responsible and Not Socially Responsible companies use social media platforms to communicate their corporate social responsibility initiatives and interventions. The analysis supports the current calls for innovative forms for corporate disclosure and provides empirical evidence on the corporate use of social media for communicating CSR practices, using a sample of Italian Listed companies.

Does the authenticity of corporate social responsibility affect employee commitment?

Social Behavior and Personality An International Journal ◽

10.2224/sbp.6475 ◽

2018 ◽

Vol 46 (4) ◽

pp. 617-632 ◽

Cited By ~ 4

Author(s):

Soojung Lee ◽

Jeongkoo Yoon

Keyword(s):

Social Responsibility ◽

Organizational Identification ◽

Field Survey ◽

Positive Influence ◽

Important Mediator ◽

Dow Jones Sustainability Index ◽

Corporate Social ◽

The Relationship ◽

Employee Data

We investigated how employees' perceptions of the internal (endorsed by the firm and in line with its mission and values) and external (driven by practical or instrumental benefits) legitimacy of their firm's corporate social responsibility (CSR) activities influence their work orientations. Specifically, we believed that internal legitimacy would be considered more authentic than would external legitimacy, and that it would have a more positive influence on employees' organizational identification and affective attachment. We conducted a field survey using employee data from 38 firms listed on the Dow Jones Sustainability Index Korea in 2009. As predicted, external legitimacy reduced employee's perception of CSR authenticity whereas internal legitimacy increased it. Perceived CSR authenticity was also found to be an important mediator in the relationship between employees' legitimacy perceptions and their work orientations. The results supported most of our hypotheses; implications of these findings are discussed.

Driving Consumer Engagement through Diverse Calls to Action in Corporate Social Responsibility Messages on Social Media

Sustainability ◽

10.3390/su13073812 ◽

2021 ◽

Vol 13 (7) ◽

pp. 3812

Author(s):

Myoung-Jin Chae

Keyword(s):

Social Media ◽

Social Responsibility ◽

User Participation ◽

Consumer Engagement ◽

Interactive Communication ◽

Social Media Platforms ◽

Research Findings ◽

Promotional Messages ◽

Corporate Social

Although a growing number of consumers acknowledge the importance of firms’ corporate social responsibility (CSR) activities, how companies can effectively communicate these initiatives to consumers is still a challenge. Although the rise of social media platforms has provided firms with opportunities for more immediate and interactive communication with consumers, recent academic studies related to social media have mostly focused on effective communication of promotional messages, and relatively little attention has been paid to prosocial messages. For better communication, social media branded messages have encouraged user participation (i.e., calls to action), but how diverse types of calls to action can generate consumer engagement remains unexplored. Using over 2000 branded posts from popular consumer product brands on Facebook and Twitter, this research explores diverse types of calls to action that drive consumers’ attitudinal (i.e., likes) and behavioral (i.e., shares) engagement with CSR-related messages on social media. The research findings suggest that the types of calls to action matter in the effectiveness of CSR messages. Specifically, CSR messages inviting consumers to brand-related programs or games generated a greater number of likes and shares. However, the overall engagement was lower when CSR messages encouraged further conversations, and rewarding consumers was also less effective. Finally, the results show that multiple calls to action within one message decrease engagement. Overall, this study contributes to the academic literature and management by providing new insights and actionable guidelines on how to encourage user participation when designing CSR messages to enhance consumers’ attitudinal and behavioral engagement within social media, thereby contributing to sustainable development while enhancing the effectiveness of marketing communications.

Effectiveness of sustainability communication on social media: role of message appeal and message source

International Journal of Contemporary Hospitality Management ◽

10.1108/ijchm-09-2020-0974 ◽

2021 ◽

Vol 33 (3) ◽

pp. 949-972

Author(s):

Payal S. Kapoor ◽

M.S. Balaji ◽

Yangyang Jiang

Keyword(s):

Social Media ◽

Social Responsibility ◽

Intention To Stay ◽

Content Type ◽

Media Study ◽

Message Source ◽

Corporate Social ◽

Purpose This study aims to examine the effectiveness of sustainability communication on social media. More specifically, the effects of message appeal (sensual vs guilt) and message source (hotel vs social media influencer [SMI]) on perceived environmental corporate social responsibility and the intention to stay at the eco-friendly hotel were examined. Design/methodology/approach Three studies using the experimental design were carried out. Study 1 examined the relationship between message appeal (sensual vs guilt), perceived environmental social corporate responsibility and the intention to stay at the eco-friendly hotel when the hotel posts sustainability messages on social media. Study 2 replicated Study 1 findings when the SMI posts sustainability messages. Study 3 examined the moderating role of message source (hotel vs influencer) in the effects of message appeal (sensual vs guilt) on behavioral intentions. Findings Sustainability messages with the sensual (vs guilt) appeal are more persuasive when the eco-friendly hotel (vs SMI) posts it on social media. Furthermore, the traveler’s perception of the hotel’s environmental corporate social responsibility mediates this relationship. Research limitations/implications This study extends the literature on sustainability communication by demonstrating the role of message source and message appeal in influencing the traveler’s perceptions and intentions toward eco-friendly hotels. Practical implications According to the study findings, eco-friendly hotels can motivate travelers to make pro-sustainable choices by accurately matching the message appeal with the message source in the sustainability communication on social media. Originality/value This study is one of the earliest studies that examine the congruency effect of message appeal and message source for sustainability communication on social media in the hospitality realm. The findings offer novel insights for eco-friendly hotels to develop effective sustainability communication on social media.