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How corporate social responsibility activities influence employer reputation: The role of social media capability

Author

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  • Jose Benitez

    (ESC [Rennes] - ESC Rennes School of Business, UGR - Universidad de Granada = University of Granada)

  • Laura Ruiz

    (ESC [Rennes] - ESC Rennes School of Business, UGR - Universidad de Granada = University of Granada)

  • Ana Castillo

    (UGR - Universidad de Granada = University of Granada)

  • Javier Llorens

    (UGR - Universidad de Granada = University of Granada)

Abstract

This study analyzes the relation between the firm's corporate social responsibility (CSR) activities, employer reputation, and social media in the academic conversation on business value of technology. Motivated by the controversy over the function of social media in the firm's generation of value from CSR activities, this study hypothesizes that firms that perform CSR activities may become better employers and that this positive relationship may be stronger when firms leverage social media technologies. We explain this effect of social media by arguing that these social technologies enable higher social visibility and exposure/credibility. We tested our research model with data from 100 organizations in Spain. The results provided two key insights: 1) CSR activities enable firms to build greater employer reputation; and 2) social media capability amplifies the effect of CSR activities on employer reputation. This study contributes to Information Systems and Business Ethics research by arguing theoretically and demonstrating empirically that leveraging a technology such as social media generates business value through maximization of the positive impact of CSR activities on employer reputation of the firm.

Suggested Citation

  • Jose Benitez & Laura Ruiz & Ana Castillo & Javier Llorens, 2020. "How corporate social responsibility activities influence employer reputation: The role of social media capability," Post-Print hal-02462583, HAL.
    • Handle: RePEc:hal:journl:hal-02462583
    DOI: 10.1016/j.dss.2019.113223
    Note: View the original document on HAL open archive server: https://rennes-sb.hal.science/hal-02462583
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    References listed on IDEAS

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    3. Wei Wang & Ziyuan Sun & Weixing Zhu & Lin Ma & Yuting Dong & Xiao Sun & Fengzhi Wu, 2023. "How does multi‐agent govern corporate greenwashing? A stakeholder engagement perspective from “common” to “collaborative” governance," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(1), pages 291-307, January.
    4. Lin, Shunzhi & Lin, Jiabao, 2023. "How organizations leverage digital technology to develop customization and enhance customer relationship performance: An empirical investigation," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
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    6. Natalia Wagner & Bogusz Wiśnicki, 2022. "The Importance of Emerging Technologies to the Increasing of Corporate Sustainability in Shipping Companies," Sustainability, MDPI, vol. 14(19), pages 1-20, September.
    7. Ralf Buckley, 2023. "Sector-Scale Proliferation of CSR Quality Label Programs via Mimicry: The Rotkäppchen Effect," Sustainability, MDPI, vol. 15(14), pages 1-11, July.
    8. Hou, Tingting & Luo, Xin (Robert) & Ke, Dan & Cheng, Xusen, 2022. "Exploring different appraisals in deviant sharing behaviors: A mixed-methods study," Journal of Business Research, Elsevier, vol. 139(C), pages 496-509.
    9. Mei Feng & Chu Chen & Jia Liu & Wei Jia, 2022. "Does Central Environmental Protection Inspector Improve Corporate Social Responsibility? Evidence from Chinese Listed Companies," Sustainability, MDPI, vol. 14(22), pages 1-22, November.
    10. Jessica Braojos & Jose Benitez & Javier Llorens & Laura Ruiz, 2020. "Impact of IT integration on the firm’s knowledge absorption and desorption," Post-Print hal-03160729, HAL.
    11. Ashish Kumar Jha & Nishant Kumar Verma, 2023. "Social Media Sustainability Communication: An Analysis of Firm Behaviour and Stakeholder Responses," Information Systems Frontiers, Springer, vol. 25(2), pages 723-742, April.
    12. Barros, Victor & Verga Matos, Pedro & Miranda Sarmento, Joaquim & Rino Vieira, Pedro, 2022. "M&A activity as a driver for better ESG performance," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
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    14. Tomasz Noga & Milena Le Viet-Blaszczyk, 2023. "The Role of Selected Themes and Formats in Social Media Marketing Communication of CSR Activities," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 562-576.
    15. Amoah John & Nutakor Felix & Li Jinke & Jibril Abdul Bashiru & Sanful Benjamin & Odei Michael Amponsah, 2021. "Antecedents of social media usage intensity in the financial sector of an emerging economy: a Pls-Sem Algorithm," Management & Marketing, Sciendo, vol. 16(4), pages 387-406, December.
    16. Souad Hassanie & Georgiana Karadas & Okechukwu Lawrence Emeagwali, 2021. "Do CSR Perceptions Influence Work Outcomes in the Health Care Sector? The Mediating Role of Organizational Identification and Employee Attachment," Sustainability, MDPI, vol. 13(17), pages 1-16, September.
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    18. Enikő Korcsmáros & Bence Csinger, 2022. "Sustainable Competitiveness in the Case of SMEs—Opportunities Provided by Social Media in an International Comparison," Sustainability, MDPI, vol. 14(19), pages 1-18, September.

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