THE ROLE OF ORGANISATIONAL IMAGE IN THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ON EMPLOYEE LOYALTY
KURUMSAL SOSYAL SORUMLULUĞUN ÇALIŞAN BAĞLILIĞINA ETKİSİNDE ÖRGÜTSEL İMAJIN ROLÜ
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DOI:
https://doi.org/10.5281/zenodo.13892635Anahtar Kelimeler:
Kurumsal Sosyal Sorumluluk, çalışan Bağlılığı, Örgütsel İmaj, Nitel Araştırma, Sosyal Kimlik TeorisiÖzet
This study aims to examine the role of organisational image in the impact of corporate social responsibility (CSR) on employee engagement. It is widely accepted in the literature that CSR practices increase employees' emotional attachment to the organisation and their commitment to their jobs. However, the mediating role of organisational image in this relationship has not yet been fully clarified. In this context, a systematic literature analysis was conducted by adopting a qualitative research approach. In national and international academic databases, 50 studies published in the last 20 years using the keywords ‘corporate social responsibility’, ‘employee engagement’ and ‘organisational image’ were examined in detail. As a result of the analyses, it was found that CSR practices positively affect organisational image and this positive image increases employee engagement. It is seen that organisational image plays a mediating role in the relationship between CSR and employee engagement and this effect can be explained within the framework of social identity theory. The study provides theoretical and practical contributions to the literature by addressing the effects of CSR practices and organisational image on employee engagement in depth. As a result, effective implementation of CSR strategies and strengthening organisational image are critical for organisations to increase employee engagement.
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