The Influence of Corporate Social Responsibility on Consumer Purchase Intention: The Mediating Role of Consumer Engagement via Social Media

Abstract

Corporate Social Responsibility (CSR) has become a vital factor in how organizations run their businesses. Consumers are becoming more aware of it and are expecting it from organizations. With the rise of social media, organizations have another channel to communicate their CSR activities to their stakeholders. A good deal of research has been conducted on CSR and its relation to consumers. However, there is limited research on its influence on consumers via social media channels. Therefore, this research studied the impact of an organization’s CSR activities on consumer purchase intention with the mediating effect of consumer engagement via social media. A total of 21 questionnaire surveys were provided. A sample size of 250 responses was successfully collected via different social media platforms. Results show that ethical responsibility has a positive significant impact on customer engagement (15%) and purchase intentions (35%). Environmental responsibility has a positive significant impact on consumer engagement (11%) and purchase intentions (18%). Meanwhile, Philanthropic Responsibility and Economic Responsibility have an insignificant effect on Customer engagement. Customer engagement has a positive and significant effect on Purchase Intension (47%). Finally, the purchasing intention of consumers is mediated positively and significantly by consumer engagement with CSR activities on social media. In addition, consumer engagement with CSR activities on social media has a positive impact on purchase intention. However, contrary to other research, economic and philanthropic responsibilities have no significant impact on consumer engagement with social media activities.

Environmentally Responsible Purchase Intention in Pacific Alliance Countries: Geographic and Gender Evidence in the Context of the COVID-19 Pandemic

“…This supports previous research evidence on social responsibility and consumer intent to protect the environment during the COVID-19 pandemic [ 1 , 108 ]. Furthermore, there are studies [ 123 ] that point to the commitment of consumers toward the activities of corporate social responsibility of companies (CSR) and how this contributes to their purchase intention. That is, consumers’ growing concern for the environment puts pressure on organizations to be environmentally responsible [ 124 ].…”

Determinants of CSR and green purchase intention: Mediating role of customer green psychology during COVID-19 pandemic

“…Furthermore, Fischbein and Ajzen (1975) theory of planned behavior, theory of reasoned actions, argue that comprehending the conditions of human conduct in extents terms of diverse elements may be crucial for organizations. Some recent studies have shown the relationships between CSR and consumers by taking consumers as important stakeholders ( Al-Haddad et al, 2022 ; Rynerzewska and Hetrick, 2022 ; Waheed et al, 2020a , Waheed et al, 2020b ; Waheed et al, 2020a , Waheed et al, 2020b ). A recent study of Rynerzewska and Hetrick (2022) examined the connection between CSR and consumer boycotts.…”

“…A study of Zarei and Mirzaei (2022) attempted to uncover the relationships of CSR with respect to consumers' green perception. A recent study revealed the relationships of CSR in terms of consumer GPI ( Al-Haddad et al, 2022 ). A well-known study of Wu and Zhu (2021) researched the area of customers' behavioral intention as well as customers’ identifications during the era of Covid-19.…”

Enhancing purchasing stock intention in investor–brands interaction: the moderated mediation role of sector knowledge

“…For example, engagement has been found to mediate the relationship between technology adoption and intention (Saputro and Hidayat, 2020;Abrar, 2018). Similarly, the positive and significant mediating effect of consumer engagement with corporate social responsibility (CSR) activities on consumers' purchasing intention has been observed (Al-Haddad et al, 2022).…”