The Effects of Corporate Social Responsibility Practices and Environmental Factors through a Moderating Role of Social Media Marketing on Sustainable Performance of Business Firms

Jaffar Abbas, Shahid Mahmood, Hashim Ali, Muhammad Ali Raza, Ghaffar Ali, Jaffar Aman, Shaher Bano and Mohammad Nurunnabi
Additional contact information
Jaffar Abbas: School of Media and Communication (SMC), Antai College of Economics and Management (ACEM), Shanghai Jiao Tong University (SJTU), No. 800 Dongchuan Road Minhang District, Shanghai 200240, China
Shahid Mahmood: College of Management, Shenzhen University, No.3688 Nanhai Avenue, Nanshan District, Shenzhen 518060, China
Hashim Ali: School of Media and Communication (SMC), Antai College of Economics and Management (ACEM), Shanghai Jiao Tong University (SJTU), No. 800 Dongchuan Road Minhang District, Shanghai 200240, China
Muhammad Ali Raza: National College of Business Administration & Economics (NCBA&E), Sub-Campus, Multan 60000, Pakistan
Ghaffar Ali: College of Management, Shenzhen University, No.3688 Nanhai Avenue, Nanshan District, Shenzhen 518060, China
Jaffar Aman: School of Sociology and Political Science, Shanghai University, No. 99 Shangda Road, Baoshan, Shanghai 200240, China
Shaher Bano: School of Sociology and Political Science, Shanghai University, No. 99 Shangda Road, Baoshan, Shanghai 200240, China
Mohammad Nurunnabi: St Antony’s College, The University of Oxford, 62 Woodstock Road, Oxford OX2 6JF, UK

Sustainability, 2019, vol. 11, issue 12, 1-33

Abstract: 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.

Keywords: corporate social responsibility; environmental effect; social media marketing; new product development; customer value performance; sustainable performance (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (36)

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