The Impact of Corporate Social Responsibility on Social Media Engagement and Consumers loyalty: A Case of Pakistan's Food Industry

Abstract

This research discusses the Impact of corporate social responsibility in social media engagement and customer loyalty: a case towards the Pakistan's food industry. The main emphasis of conducting this research was to know bow corporate social responsibility creates influence on social media engagement and customer loyalty. This study includes one independent variable and two dependent variables. Creating awareness related to CSR with its three dimensions stakeholder, environment and society is one of the central theme of the research. Marketers have used various ways to sustain their customer loyal to their brand. One of the most advance approaches is through social media engagement. The purpose of the study is to classify the influence of corporate social responsibility on customer loyalty through the lens of social media engagement, from academia and practitioners this concept receiving high attention from this concept. The scope of this research involve the customers who follow corporate social responsibility in food brands through different social media platform in Pakistan and the data was coiiected by the administration of a structured questionnaire with the sample size of 350 people and tested via stepwise multiple regression analysis. The outcomes of the study exhibited that corporate social responsibility has positively affect the loyalty of their customer through social media engagement when the firms (1) offers recompenses operations, (2) offer appropriate content, (3) offer society and environment friendly content, ( 4) performs on several platforms and offers solicitations on social media; ere used by using SPSS 23.0 version. Customers prefer to share food related posts, campaigns, recipes and social causes related posts on social media platforms. On the basis of result, this study considered as a pioneer in this new extent of marketing, and also it recommend numerous tactics for the practitioners.