An Investigation on The Effect of CSR Advertising on Building Customer Satisfaction and Trust | ||
| مجلة البحوث المالية والتجارية | ||
| Volume 26, Issue 4, October 2025, Pages 811-869 PDF (590.85 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jsst.2025.417432.2108 | ||
| Authors | ||
| Heba El Mehelmi; Nada Attia* | ||
| College of Management and Technology Arab Academy for Science, Technology and Maritime Transport | ||
| Abstract | ||
| Corporate social responsibility (CSR) has emerged as a pivotal dimension of contemporary business strategy, shaping organizational legitimacy and influencing consumer perceptions. This study examines the interrelationship between CSR initiatives, customer satisfaction, and customer trust, with particular emphasis on the mediating role of satisfaction in fostering trust. In contrast to prior scholarship, which has predominantly adopted managerial perspectives, this research adopts a customer-centric lens, recognizing consumers as critical stakeholders in evaluating corporate social responsibility practices. The study investigates the influence of CSR-oriented advertising across diverse industries, including telecommunications, automotive retail, and consumer electronics. It explores how CSR messages embedded within advertisements contribute to shaping customer satisfaction and, in turn, enhance trust in corporate entities. By shifting the focus from the consequences of trust to its antecedents, this research positions CSR as a key determinant of trust formation. Moreover, the study highlights the scarcity of CSR research within the context of emerging and developing economies, where such practices are often underexplored despite their growing significance. By situating the analysis in Egypt, the research provides empirical insights into how CSR communication operates in a developing-country setting, thereby addressing a critical gap in the literature. Findings are expected to advance theoretical understanding of the CSR–satisfaction–trust nexus while offering practical implications for organizations aiming to cultivate stronger consumer relationships. In doing so, the study underscores the strategic value of CSR communication as a tool for enhancing customer engagement, sustaining trust, and reinforcing long-term business competitiveness. | ||
| Keywords | ||
| CSR Advertising; social media; customer satisfaction; customer trust; Egypt context | ||
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