Corporate social responsibility in post COVID-19 period: critical modeling and analysis using DEMATEL method

Abstract

PurposeThe purpose of this study is to identify the critical success factors (CSFs) of corporate social responsibility (CSR) in the post-COVID-19 period and to identify the cause–effect relationships amongst those CSFs.Design/methodology/approachThe success factors impacting CSR activities are identified based on inputs from 14 experts in the CSR domain. Thereafter, authors use a statistical approach to identify CSFs with inputs from useable respondents. Finally, the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method was applied to understand the causal relationship between different CSFs.FindingsUsing the DEMATEL method, the authors developed an analytical model showing cause–effect aspects of the CSFs and identified seven factors which firms need to emphasize more to execute better CSR activities in the post-COVID-19 period.Research limitations/implicationsThe authors asked 14 experts for their inputs, but more experts could have made identifying success factors more comprehensive. In this study, the DEMATEL method found seven CSFs that improve CSR activities in the post-COVID-19 period. Another identification process could have enriched the study. The findings of this study cannot be generalized since this study is based on the inputs of employees from India only.Practical implicationsThis proposed analytical model is effective in determining the complex interactions among all impacting CSFs. Firms' CSR managers and policy makers can use the proposed model, especially in the post-COVID-19 period.Originality/valueThe proposed model provides a precise and most accurate analysis for CSFs impacting CSR activities in the post-COVID-19 period. It also provides a unique opportunity for the competent authorities at firms to understand the interaction of different impacting CSFs and takes necessary actions. No other exhaustive analytical model is available in this context.