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| An Empirical Study on the Effects of Corporate Social Responsibility on Job
Involvement from the Perspective of Staffs |
| CHAO Gang, CHENG Peng, ZHANG Shui-Ying |
| South China University of Technology, Guangzhou, China |
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Abstract This paper constructs a model to describe the relationship among corporate social responsibility, organizational identification and job involvement. The corporate social responsibility is divided into three dimensions of employees，consumers and environment from the perspective of staffs. The research found out that responsibility for employees and consumers have significant positive impacts on job involvement directly. Responsibility for environment does not have significant positive effects on job involvement. But through the emotional identification the positive effect on job engagement is significant. Therefore, corporate social responsibility is not a burden, but an important internal marketing tool to improve job involvement and staff centripetal force. It is also necessary for enterprises to strengthen the internal propaganda of corporate social responsibilities. It can not only enhance employee’s sense of identity, attract employees by culture and emotion, but also promote the employee’s job involvement.
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Received: 30 October 2011
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2012, Vol. 9 
