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

Abstract

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.

Exploring the Impact of Corporate Social Responsibility Communication through Social Media on Banking Customer E-WOM and Loyalty in Times of Crisis

“…Lastly, the present study is an important contribution to the existing literature from the marketing point of view, because the study argues that the CSR strategies on social media are important to induce the customers' loyalty. The extant literature surprisingly has not paid due consideration in this domain because the majority of the previous studies addressed CSR in other contexts, such as organizational performance [14], organizational commitment [17], and citizenship behavior [37].…”

“…For example, Barauskaite and Streimikiene [14] investigated CSR in order to enhance the financial performance of an organization. George, Aboobaker, and Edward [17] tested the effect of CSR in order to boost organizational commitment, and Tuan [37] examined CSR from the perspective of employee citizenship behavior. However, the important role of CSR to shape customer emotions and behavior through social media has largely been ignored by contemporary researchers.…”

“…There is a stream of researchers who recognize the importance of communicating CSR through social media (S–CSR) as a building block in order to maintain meaningful relationships with stakeholders [ 10 , 11 , 12 ]. This study defines CSR according to the definition from Carroll [ 13 ] who states “CSR is the economic, legal, ethical and philanthropic responsibility of a business.” The extant literature has long established that through well-planned CSR activities, an organization can achieve multiple benefits that include organizational financial performance [ 14 ], brand reputation [ 15 ], employees’ behavior [ 16 ], and organizational commitment [ 17 ]. However, how the CSR activities of an organization can generate customer-centric outcomes is an issue that has not received due attention from contemporary CSR researchers thus far.…”

The Linkage of Perceived CSR, Corporate Reputation, Organizational Commitment, and Purchase Intention

“…Various literatures agree that CSR is a company strategy in creating long-term profits (Bianchi et al, 2019). In addition, it is also able to provide short-term benefits such as organizational performance (Nguyen & Tu, 2020) and employee commitment to the company (Ahmad et al, 2020;George et al, 2020). Several literatures have empirically proven the relationship between CSR and organizational commitment (Ahmad et al, 2020;Bianchi et al, 2019;Roudaki & Arsland, 2017).…”

Using Social Media as a Medium for CSR Communication, to Induce Consumer–Brand Relationship in the Banking Sector of a Developing Economy

“…For instance, the present study supplements existing CSR literature from a consumer perspective. Previous studies in this area have largely addressed CSR in other contexts for example to improve the financial performance of an organization [27,28], organizational commitment [15], and employee performance [16]. However, the phenomenon of CSR from the perspective of consumers is not well-explored.…”