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

Shafig Al-Haddad, Abdel-Aziz Ahmad Sharabati, Mohammad Al-Khasawneh, Rand Maraqa and Raya Hashem
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Shafig Al-Haddad: Princess Sumaya University for Technology, Amman 11941, Jordan
Abdel-Aziz Ahmad Sharabati: Business Faculty, Middle East University, Amman 11831, Jordan
Mohammad Al-Khasawneh: Princess Sumaya University for Technology, Amman 11941, Jordan
Rand Maraqa: Princess Sumaya University for Technology, Amman 11941, Jordan
Raya Hashem: Princess Sumaya University for Technology, Amman 11941, Jordan

Sustainability, 2022, vol. 14, issue 11, 1-17

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.

Keywords: corporate social responsibility; consumer purchase intention; customer engagement; social media; moderating role; Jordan (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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