CSR Communication on Social Media: Effects on Brand Image and Customer Engagement

The growing influence of social media has significantly transformed how organizations communicate their Corporate Social Responsibility (CSR) initiatives. As consumers increasingly rely on digital platforms to assess brand values and authenticity, effective CSR communication on social media has become a vital strategy for enhancing brand image and fostering customer engagement. Despite widespread recognition of CSR's importance, limited empirical evidence exists on how CSR communication through social networks shapes consumer perceptions and engagement behavior, particularly in developing economies such as Bangladesh. Therefore, the objective of this study is to investigate the effects of CSR communication quality (CSRCQ) and CSR message credibility (CSRMCR) on brand image (BI) and customer engagement (CE). In this study, BI and CE operate as dependent variables, while CSRCQ and CSRMCR serve as independent variables. A structured questionnaire was designed based on previous literature and distributed online using a non-probability convenience sampling method. Out of 340 survey links circulated, 168 responses were received, and 158 valid responses were retained for analysis (n = 158). SPSS version 26 was used to conduct correlation and regression analyses at a 5% significance level. The results reveal that both CSR communication quality and message credibility have significant positive effects on brand image and customer engagement. The study concludes by offering theoretical insights and practical implications for organizations aiming to strengthen CSR-driven digital branding strategies. Future research directions are also presented.