The view from within: internal publics and CSR

Ganga Sasidharan Dhanesh (Communications and New Media Programme, National University of Singapore, Singapore)

Journal of Communication Management

ISSN: 1363-254X

Publication date: 10 February 2012

Abstract

Purpose

The purpose of this paper is to explore the significance of corporate social responsibility (CSR) as a predictor of organisational commitment of internal publics. More precisely, the study seeks to examine which dimension/s of CSR significantly predict/s which dimension of organisational commitment.

Design/methodology/approach

The study uses web‐based survey research method and employs hierarchical multiple regression analysis to explore the predictive ability of four dimensions of CSR on three dimensions of organisational commitment, from the perspective of employees.

Findings

The research shows that while the ethical‐legal dimension of CSR is a significant predictor of three dimensions of organisational commitment, the discretionary and economic dimensions of CSR are not.

Research limitations/implications

This was a quantitative study using survey methodology and would benefit from a follow up qualitative study or a set of case studies in multiple industries/countries. Since the results show that ethical‐legal CSR significantly predicts organisational commitment, a relational outcome in relationship management theory, PR practitioners can incorporate ethical‐legal CSR in CSR strategy, implementation and communication, thus enabling the building and maintenance of organization‐public relationships.

Originality/value

This study offers a fine grained investigation of the predictive abilities of four dimensions of CSR on three dimensions of organisational commitment and offers public relations practitioners insight into the specific dimension of CSR that has most impact on multiple dimensions of organisational commitment.

Keywords

Citation

Sasidharan Dhanesh, G. (2012), "The view from within: internal publics and CSR", Journal of Communication Management, Vol. 16 No. 1, pp. 39-58. https://doi.org/10.1108/13632541211197987

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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