The Impact of Corporate Social Responsibility on Creative Deviance with the Mediating Role of Prosocial Motivation and Moderating Role of Social Capital

Abstract

Creative deviance, or the development of either an initiative through an employees despite the boss's prohibition, is a new and intriguing variable that has the potential to create both positive and bad effects for corporations. The researcher in this study broaden the theoretical framework of creative deviance by incorporating corporate social responsibility as a precursor of creative deviance. This study also examined the mediating mechanism of pro-social motivation between CSR and creative deviance as well as finding the moderating role of social capital. Merton's social strain theory and person-environmental fit theory were used in this study to construct the theoretical basis. Data for this study were obtained from 234 telecoms personnel (Telenor, Mobilink, Ufone and Zong) in Rawalpindi and Islamabad. The data were analyzed utilizing SPSS and smart PLS. The findings showed that CSR has a positive impact on creative deviance leading to creativity and innovation among telecommunications workers. However, the association between prosocial motivation and creative deviance has proved weaker. Furthermore, prosocial motivation acts as a partial mediation between CSR and creative deviance. Furthermore, the data do not support the moderating impact of social capital between PSM and CD. Moreover, in the presence of social capital as a moderator, the influence of CSR (both external and internal) on creative deviance via the PSM is also found to be significantly weaker. The implications of those outcomes are also discussed. The guidelines for future research are also set out