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Literature on corporate social responsibility (CSR) has given much attention to the impact of CSR initiatives on business performance. However, managing customers’ attributions to the company’s social activities are also needed. This study aims to extend the existing knowledge by examining the role of social justice as a moderating variable in the relationships among corporate brand image, CSR motive, corporate brand trust and loyalty.

The research data were collected from a sample of 710 respondents in Indonesia through an online survey. The variables used in this study’s questionnaire were adapted from previous studies. The focus of the survey was a COVID-19-related social activity conducted by the biggest private telecommunication company in Indonesia. Structural equation modeling was used to analyze the data and test the hypotheses.

The results showed that social justice moderated the relationship between corporate brand image and CSR motive. Also, social justice that revealed fairness in social life could influence how customers respond on company social activities and thus create corporate brand trust and loyalty.

This study focused on only one company and one type of CSR activity (i.e. philanthropy) that might limit its generalizability. Future studies can focus on other types of CSR activities from various companies and industries.

In designing their social activities, companies must consider the importance of social justice. Companies need to address customers’ concerns toward social and society problems, especially to overcome social, environmental or health problems. Hereinafter, companies must design CSR activities that establish and accentuate their value motives by creating communication through media and public relations activities to symbolize their high concern for social problems or disasters.

Most previous studies consider the outcome of social activities and their impact on business performance. This study focuses on the impact of corporate brand image and social justice (as an individual characteristics) on CSR (social activities) and how it can further enhance business performance (corporate brand trust, corporate brand image, loyalty) and enrich CSR research in emerging economies.

This paper aims to examine a range of factors that may influence the intention of ultra-micro-SMEs in Indonesia in choosing the type of microfinance facilities in the case of getting better offerings.

Drawing from the theory of planned behavior (TPB) framework, religious elements factors include religious leader endorsements, religiosity and Sharia compliance, whereas socially/commercially driven factors include social and rational sociodemographic indicators. Data was obtained from 319 ultra-micro-SMEs in emerging economies such as Indonesia, and structural equation modeling was used to analyze the survey data.

The findings reveal that commercial aspects, as rational variables, have a negative influence on the intention to switch from Islamic to conventional microfinancing. On the contrary, social influence from peers and family positively influences the intention to switch from Islamic to conventional microfinancing. Religious aspects, however, have no influence on the intention to switch or actual switching behavior from Islamic to conventional. Intention to switch was shown to positively influence actual switching behavior as per the prediction of the TPB.

There is a lack of research on the choice or behavior of ultra-micro-SMEs when deciding whether to use Islamic or conventional microfinance. This study enriches the literature by providing empirical evidence on the factors affecting this choice-making.