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Customer attribution toward corporate social responsibility: the importance of social justice in COVID-19 donation

Tengku Ezni Balqiah (Department of Management, Universitas Indonesia, Jakarta, Indonesia)
Elevita Yuliati (Department of Management, Universitas Indonesia, Jakarta, Indonesia)
Fanny Martdianty (Department of Management, Universitas Indonesia, Jakarta, Indonesia)

Social Responsibility Journal

ISSN: 1747-1117

Article publication date: 14 October 2021

Issue publication date: 3 August 2022

852

Abstract

Purpose

Literature on corporate social responsibility (CSR) has given much attention to the impact of CSR initiatives on business performance. However, managing customers’ attributions to the company’s social activities are also needed. This study aims to extend the existing knowledge by examining the role of social justice as a moderating variable in the relationships among corporate brand image, CSR motive, corporate brand trust and loyalty.

Design/methodology/approach

The research data were collected from a sample of 710 respondents in Indonesia through an online survey. The variables used in this study’s questionnaire were adapted from previous studies. The focus of the survey was a COVID-19-related social activity conducted by the biggest private telecommunication company in Indonesia. Structural equation modeling was used to analyze the data and test the hypotheses.

Findings

The results showed that social justice moderated the relationship between corporate brand image and CSR motive. Also, social justice that revealed fairness in social life could influence how customers respond on company social activities and thus create corporate brand trust and loyalty.

Research limitations/implications

This study focused on only one company and one type of CSR activity (i.e. philanthropy) that might limit its generalizability. Future studies can focus on other types of CSR activities from various companies and industries.

Practical implications

In designing their social activities, companies must consider the importance of social justice. Companies need to address customers’ concerns toward social and society problems, especially to overcome social, environmental or health problems. Hereinafter, companies must design CSR activities that establish and accentuate their value motives by creating communication through media and public relations activities to symbolize their high concern for social problems or disasters.

Originality/value

Most previous studies consider the outcome of social activities and their impact on business performance. This study focuses on the impact of corporate brand image and social justice (as an individual characteristics) on CSR (social activities) and how it can further enhance business performance (corporate brand trust, corporate brand image, loyalty) and enrich CSR research in emerging economies.

Keywords

Acknowledgements

This study was supported by Ministry of Research, Technology and Higher Education, the Directorate of Research and Community Service research grant (No. NKB-2683/UN2.RST/HKP.05.00/2020) for Basic Research of Higher Education Excellence scheme.

Citation

Balqiah, T.E., Yuliati, E. and Martdianty, F. (2022), "Customer attribution toward corporate social responsibility: the importance of social justice in COVID-19 donation", Social Responsibility Journal, Vol. 18 No. 6, pp. 1172-1187. https://doi.org/10.1108/SRJ-12-2020-0494

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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