Role of CSR perceptions in building customer engagement

Purpose The mechanism through which corporate social responsibility (CSR) leads to customer engagement (CE) with a brand is unclear, with most studies proposing a direct relationship with limited focus on intervening variables. To fill the gap, the current research suggests a pathway from CSR perceptions to CE, including the mediating role of trust, company-consumer identification (CCI) and satisfaction, and the moderating roles of customer values and CSR-brand image fit. Design/methodology/approach The study proposes a model connecting CSR perceptions to CE through thirteen hypotheses. To validate them, data were collected in two phases from 596 randomly selected respondents, who were customers of the products/services of a firm and were aware of the various CSR activities. The data was analysed using covariance-based structural equation modelling (CBSEM). Findings The analysis of the results revealed that all the study hypotheses were supported, including the mediation and the moderation ones. The findings validate the direct relationship between CSR perceptions and trust and CCI, as well as the sequential build-up to CE, with the mediating role of satisfaction and the intervening roles of customer values and brand image-CSR fit. Originality/value The work offers a unique mechanism through which a customer can engage with a firm through its CSR efforts. The findings guide managers in enhancing their efforts to market CSR effectively and develop positive connections with consumers.