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Enhancing employee advocacy of the firm's corporate social responsibility (CSR) activities

Rojanasak Chomvilailuk (School of Business, University of the Thai Chamber of Commerce, Bangkok, Thailand)
Ken Butcher (School of Management, Mae Fah Luang University, Chiang Rai, Thailand)

Asia-Pacific Journal of Business Administration

ISSN: 1757-4323

Article publication date: 20 April 2023

Issue publication date: 6 August 2024

327

Abstract

Purpose

The paper aims to investigate how perceived psychological benefits from employee participation in corporate social responsibility activities affect organizational citizenship behavior across two Asia–Pacific countries with different national cultures.

Design/methodology/approach

A stakeholder relationship model, based on social exchange theory, underpinned the investigation that also tested the mediating role of organizational pride. In a cross-cultural context, data were collected from 319 full-time employees in Thailand and the US and analyzed with SEM-PLS.

Findings

Anticipated psychological benefits of hedonic value and perceived community value were found to be significant antecedents of organizational citizenship behaviors, operationalized as customer-directed CSR advocacy. Organizational pride played a partial mediating role.

Originality/value

This study addresses a lack of micro-level CSR research into the relationship between psychological benefits of employee participation in CSR and organizational citizenship behavior. Specifically, this is the first study to link CSR drivers with customer-directed employee advocacy of the firms CSR activities. The study is also the first to compare relationships between an Asian and Western context for CSR drivers of organizational citizenship behaviors.

Keywords

Citation

Chomvilailuk, R. and Butcher, K. (2024), "Enhancing employee advocacy of the firm's corporate social responsibility (CSR) activities", Asia-Pacific Journal of Business Administration, Vol. 16 No. 4, pp. 816-835. https://doi.org/10.1108/APJBA-09-2022-0415

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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