session 14, ter hoeven & verhoeven
TRANSCRIPT
Sharing is Caring:Corporate social responsibility awareness explaining the
relationship of information flow with affective commitment
Claartje ter Hoeven, UvAJoost Verhoeven, UvA
Amsterdam, 2011
introduction Mostly, CSR activities are communicated to enhance:
• stakeholder relations (Korschun, Bhattacharya, & Sen, 2009)
• stakeholder perceptions of their organization (Bhattacharya, Korschun, & Sen, 2009; Luo & Bhattacharya, 2006)
It increases:• brand value (Luo & Bhattacharya, 2006)
• buying (Brown, 1998)
• reliable and honest reputation (McWilliams & Siegel, 2001;
Viswesvaran, Deshpande, & Milman, 1998)
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Previous studies CSR communication toward internal stakeholders is
scarcely studied (e.g., Bhattacharya, Sen, & Korschun, 2008; Gond et al. 2011)
Giving Commitment: Employee support programs and the
prosocial sensemaking process (Grant, Dutton, & Rosso, 2008)
– Employees interpret personal and company actions and identities as caring
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Question & Aim
• Does awareness about CSR activities increase affective commitment of employees?
• We will look at awareness about CSR activities aimed at:– Employees– Customers– Government– Society
(Turker, 2009)
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Proposed model
Data Survey in a Dutch health-care insurance company, very
active (health-related) CSR policies
301 employees (a 25% response rate)
Sample
• 59% female (vs 67% in company population)• 44 years on average (vs 41 in company population)• 31.57 hours weekly
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Measures Affective Commitment (Meyer & Allen, 1993): 5 items (α =.89)
CSR to Society (Turker, 2009): 5 items (α = .86)
CSR to Government (Turker, 2009): 2 items (α = .73)
CSR to Customers (Turker, 2009): 3 items (α = .73)
CSR to Employees (Turker, 2009): 4 items (α = .83)
Information Flow (Glaser, Zamanou, & Hacker, 1987): 4 items (α = .83)
All 7-point scales
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Analysis
SEM AMOS (Arbuckle, 1997)
Measurement model (Anderson & Gerbing, 1988)
Bootstrapping (Preacher & Hayes, 2008; MacKinnon, Lockwood &
Williams, 2004)
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Results
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Discussion Positive effect of giving support reaches further than giving
to colleagues (employees and customers).
Social Identity Theory (in-group vs out-group members).
Important to identify aim of CSR activities.
Importance CSR communication.
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Limitations and future directionsLimitations
• Self reports• CSR measure• Single case study
Future directions
• Test proposed mechanism• Extend to other outcomes (e.g., other-ratings of outcomes)• Stakeholder involvement
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Proposed model
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CSR Government
CSR Society
CSR Customers
CSR Employees
Information flow Commitment