Role of Corporate Social Responsibility in Corporate Reputation via Organizational Trust and Commitment

Purpose: The conceptual framework based on a comprehensive literature review hypothesized that the perceived CSR of an organization may lead to the development of trust and commitment among the employees, which in turn may lead to the building of the corporate reputation of the organization. Along with that, the moderating effects of HRM practices and organizational justice have also been investigated in the given relationship of corporate social responsibility (CSR) with its given mediators i.e., “organizational trust” and “organizational commitment”. Methodology: The target population of the study was comprised of the management and teaching faculty of educational institutions. The random sampling technique was employed to carry out an empirical study of 380 samples of employees. The data collected were analyzed by using the Smart PLS 3 software. The model was tested, and all the hypotheses were accepted. Findings: A positive relationship has been observed between CSR investments and corporate reputation. Furthermore, empirical results show that the employee’s commitment and the level of trust towards the organization serve as partial mediators between CSR practices and corporate reputation. The results showed that all of the hypotheses were accepted. Conclusion: This study is intuitive and empirically substantiates the selection of organizational justice and HRM practices as moderating variables between the observed CSR activities and its given mediators