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

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  • 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
    Jaffar Abbas, Shahid Mahmood, and Hashim Ali equally contributed as a first author to this work.)

  • Shahid Mahmood

    (College of Management, Shenzhen University, No.3688 Nanhai Avenue, Nanshan District, Shenzhen 518060, China
    Jaffar Abbas, Shahid Mahmood, and Hashim Ali equally contributed as a first author to this work.)

  • 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
    Jaffar Abbas, Shahid Mahmood, and Hashim Ali equally contributed as a first author to this work.)

  • 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
    Department of Accounting, Prince Sultan University, P.O. Box 66833, Riyadh 11586, Saudi Arabia)

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.

Suggested Citation

  • Jaffar Abbas & Shahid Mahmood & Hashim Ali & Muhammad Ali Raza & Ghaffar Ali & Jaffar Aman & Shaher Bano & Mohammad Nurunnabi, 2019. "The Effects of Corporate Social Responsibility Practices and Environmental Factors through a Moderating Role of Social Media Marketing on Sustainable Performance of Business Firms," Sustainability, MDPI, vol. 11(12), pages 1-33, June.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:12:p:3434-:d:242027
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