The view from within: internal publics and CSR

Abstract

PurposeThe 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/approachThe 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.FindingsThe 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/implicationsThis 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/valueThis 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.