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Article
Publication date: 30 October 2018

Irfan Butt, Bhasker Mukerji and Md Hamid Uddin

This paper aims to examine the issue of corporate social responsibility (CSR) in Pakistan, where religiosity is very strongly prevalent. Based on literature, it is conceptualized…

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Abstract

Purpose

This paper aims to examine the issue of corporate social responsibility (CSR) in Pakistan, where religiosity is very strongly prevalent. Based on literature, it is conceptualized that the consumers’ perception and awareness about the CSR activities influence their purchase intentions, but the effect from consumers’ CSR perception is to be mediated by their trust in the company and their religious beliefs.

Design/methodology/approach

Both qualitative and quantitative methods are applied to investigate the research issue. The qualitative method is applied in the initial phase and conducted in two steps. First, focus groups discussions are conducted to understand the consumers’ knowledge on CSR and other factors influencing their purchase intention. Next, a number of descriptive and interpretive approaches are applied to examine the contents of focus group discussions. A total of three focus groups discussions are conducted in the city of Lahore, Pakistan. Each of the focus group includes 10 individuals from different social classes. Based on the focus group discussion outcomes, a survey is designed to conduct the quantitative study in the next phase. A set of 310 was randomly selected as a convenience sample from the university student population. This non-probability random sampling method ensures data availability for the study, but also risks that the sample might not represent the whole population of the society, and it might be biased by the volunteers.

Findings

Based on 230 respondents’ data, it is found that the CSR perception and awareness do influence the purchase intention of consumers, which provides corroborating evidence to confirm that CSR is important for business development in different environments. However, religiosity in society does not play a significant role in determining the effect of CSR perception; but the consumers’ trust in the CSR activities of companies is found to be an important factor. Therefore, it is concluded that CSR has a business value if the consumers have a good perception of CSR which is determined by their trust in the company, but not by the religious orientations. Hence, companies need not overemphasize religious aspects in CSR campaigns, instead working on the building of consumers’ trust is more important.

Originality/value

Corporate social responsibility (CSR) is a widely studied issue because of increasing pressure from global society to ensure ethical corporate behavior. However, there is a trend to dress up CSR within the broader business framework because CSR initiatives eventually pay off through expanding business as result of more engagement with the customers and society. Because the social structure widely varies across the world, it is important to understand how the different social dynamics influence CSR initiatives and their impact on the customers’ buying decisions. This paper examined the issue in Pakistan, where religiosity is very strongly prevalent. Based on literature, it is conceptualized that the consumers’ perception and awareness about the CSR activities influence their purchase intention, but the effect from consumers’ CSR perception is to be mediated by their trust in the company and their religious beliefs. The survey study using 230 respondents’ data confirm that CSR perception and awareness positively influence consumers’ purchase intention. This corroborating evidence generally suggests that CSR initiatives may add value for the companies in different environments.

Details

Social Responsibility Journal, vol. 15 no. 3
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 28 June 2023

Sumit Saxena, Amritesh, Subhas C. Mishra and Bhasker Mukerji

This paper aims to examine the origins of value co-creation (VCC) knowledge streams, vis-a-vis their progression over the past 18 years. The study explores how knowledge of this…

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Abstract

Purpose

This paper aims to examine the origins of value co-creation (VCC) knowledge streams, vis-a-vis their progression over the past 18 years. The study explores how knowledge of this discipline emerged across the tripartite strategic paradigms of business transformation.

Design/methodology/approach

Co-citation analysis (CCA) and co-word analysis (CWA) are used as bibliometric techniques, for which, a group of articles is retrieved using Scopus’s usual keyword-based search. The initial collection consists of 3,431 research articles published in business and management publications. By explaining the article clusters generated through CCA and keyword connections generated through CWA, the findings outline the origins and development of VCC research. A CWA-based chronological study adds further insights to the development of VCC research themes.

Findings

The results depict that VCC research has grown multifold in the past 18 years, whereby it has shifted its attention from a dyadic interaction approach to a multistakeholder ecosystem-based approach detailing the phenomenological instances of resource integration and institutional processes. Notably, extant research in this field has grown at a much faster rate since 2008. In fact, a stronger concentration of research emerged in the experience domain, particularly in terms of hedonic services. Development of engagement platforms has been driven by research into technologies such as IoT and artificial intelligence.

Research limitations/implications

The theoretical framework of the VCC paradigm is used to describe the aggregation of co-creation research around the three strategic pillars. This framework is useful for business strategy and to track VCC research over time.

Practical implications

This work identifies the practices and strategies of VCC at three different levels: capacity, platform and experience. The study offers insights into a variety of co-creation practices at their respective levels, incorporating micro-level dyadic interactions and macro-level processes in a service ecosystem.

Originality/value

This study uses different bibliometric methodologies to investigate the development of this scientific field over time. “Document co-citation” analysis, a more preferred bibliometric technique under CCA, is used to construct the cluster of theoretical cores of this area. The results are classified under the strategic framework of the co-creation paradigm (Ramaswamy and Ozcan, 2014).

Details

Management Research Review, vol. 47 no. 2
Type: Research Article
ISSN: 2040-8269

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