The Influence of Corporate Social Responsibility on Consumer Purchase Intention: The Mediating Role of Consumer Engagement via Social Media

Round 1

Reviewer 1 Report

A good paper, well presented, in a subject matter of modern common interest.

I have the following remarks for improvement:

1. ABSTRACT: numbers such as % should be included in the results presented in order to clearly indicate the extension of each finding
2. Paragraph 2.1 (CSR) should be merged / included in the sevtion of "introduction"
3. There is no reference, to the best of my knowledge!, as to when! and where! the research took place (months / years)?......... should be added! and if it is within or after the mandemic special reference to the time period should be included!!
4. Missing links for many references!! i.e. 13, 14, 15 16 etyc.
5. CONCLUSION: it should be extended in connection with the discussion with 10 to 15 more lines of text at least   

Author Response

Dear Sir,

I responded to all fruitful comments.

Thank you

Author Response File: Author Response.pdf

Reviewer 2 Report

The abstract confuses: the number of surveys differs from sample size? A total of 31 questionnaire surveys were provided. A sample size of 250 responses was successfully collected 21 via different social media platforms. Results show that ethical and environmental responsibilities 22 have a positive significant impact on consumer eng..... ??

 

Instead of "a study" it should readf "one study" and then you need to go into detail about the study. A single study does not make something a trend: "Not to mention, a study on customer engagement toward CSR 117 shows that CSR has a direct impact on customers' purchase intention of an organization's 118 goods [27].'

 

Line 33: Weak paragraph and paper starter; go to active voice! "According to previous studies,  Not to mention..."

Jargon? Or "responsibilities"? responsivities

 

So the premise or justification of the paper is way overstated: "What is unique about this research 51 is that unlike most previous research papers focusing on the link between CSR activities 52 and corporate image, this study focuses on the link between CSR and consumer engage- 53 ment on social media focusing specifically on purchase intention. "   Simple scholar.google.com search proves that this is a straw-man argument. So, can you specify more precisely what niche this research fills?

So if this is a country-specific case study, it should be reflected in both the title and very definitely in the abstract: "Furthermore, environmental responsibilities were added in place of legal responsi- 83 bilities. The rationale behind this is the growing environmental crisis. According to the 84 Jordanian Ministry of Environment, pollution "  Otherwise, this comes out of nowhere and it needs to anchored much earlier. 

The paragraph leads and section transititions are weak and over used. Change them up for enhanced technical writing, "Therefore" , "In addition" "Moreover," "Not to mention" , "Besides" and the like are numbing after a while. Engage the reader with crisp active voice statements/lead sentences that capture the reader's attention and signal what follows in the paragraph ahead.

 

Your conclusions --to be fully transparent-- must come back to Jordan, when you write: "The 518 results indicated that ethical responsibilities and environmental responsibilities have a 519 significant positive impact on consumer engagement on social media...in Jordan.

 

HERE IS ANOHER STRAW-MAN ARGUMENT. IT IS A HUGE GENERALIZATION FROM A PAPER THAT IS FOUR YEARS OLD AND IS NOT FROM ONE OF THE LEADING MARKETING OR CONSUMER BEHAVIOR JOURNALS. ACCORDINGLY, IT MUST BE REVISED: "Even 109 though customer engagement is becoming increasingly relevant, it has been overlooked 110 in CSR literature [24]. "

 

The following reference does follow this journal's citation practice and it is, moreover, confusing: "Finally, a study published by MDPI (2020) concluded that behavioral intentions refer 120 to the likelihood of individuals’ engagement with a specific behavior (Hwang, Kim, and 121 Lee, 2020). Purchase intention is also a behavioral variable that is concerned with the pur- 122 chase effort made by consumers [28]. "  The reference is actually your reference number ten [10] but you do not even list it in the body of the above quote. This is terribly confusing and signals a lack of careful attention. It is not the reader's duty to hunt and peck for your references. 

This is a huge generalization: "There is no prior literature that explains the relationship between environmental re- 191 sponsibilities and consumer engagement. "  Once again, your straw-man-argument-paper-justification approach to this topic is wearing thin. A cursory search disproves the above statement: 

 

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[HTML] The determinants of consumer engagement in restaurant food waste mitigation in Poland: An exploratory study

V Filimonau, J Matute, M Kubal-Czerwińska… - Journal of Cleaner …, 2020 - Elsevier … by exploring the determinants of consumer engagement in the mitigation of restaurant food
waste in Poland. Although the prerequisites of pro-environmental consumer behaviour in a … Save Cite Cited by 65 Related articles All 6 versions [PDF] mdpi.com

Internal and external determinants of consumer engagement in sustainable consumption

Ž Piligrimienė, A Žukauskaitė, H Korzilius, J Banytė… - Sustainability, 2020 - mdpi.com … The internal group of factors involved environmental attitude, perceived responsibility and
perceived behavioral efficiency. Conditions for SC, social environment and promotion of SC … Save Cite Cited by 51 Related articles All 11 versions 

Liberalisation of the English water industry: What implications for consumer engagement, environmental protection, and water security?

J Morris, M McGuinness - Utilities Policy, 2019 - Elsevier … of consumer engagement, environmentally protection, and water security. This could involve
engaging with similar stakeholders to identify how their water consumption practices and … Save Cite Cited by 5 Related articles All 4 versions [PDF] wiley.com

How does culture improve consumer engagement in CSR initiatives? The mediating role of motivational attributions

WM Hur, Y Kim - … Social Responsibility and Environmental …, 2017 - Wiley Online Library The purpose of this paper is to analyze the consumer–corporate social responsibility (CSR)
relationship by studying the influence of two cultural values – collectivism and masculinity –… Save Cite Cited by 65 Related articles All 3 versions

The cause effect: The impact of corporate social responsibility advertising on cause consumer engagement behavior after Brand affiliation ceases

S Holiday, JL Hayes, BC Britt, Y Lyu - International Journal of …, 2021 - Taylor & Francis … brand-favorable consumer choice, it … consumer engagement behavior (ie volume of activity
and length of participation time) in the brand’s cause campaign, as well as their engagement … Save Cite Cited by 15 Related articles All 2 versions [PDF] mdpi.com

Pro-environmental and pro-social engagement in sustainable consumption: Exploratory study

A Čapienė, A Rūtelionė, M Tvaronavičienė - Sustainability, 2021 - mdpi.com … Therefore, the purpose of this study is to explore the factors that determine pro-environmental
and pro-social consumer engagement in sustainable consumption. The authors employed … Save Cite Cited by 3 Related articles All 9 versions    I cannot see Figure 1; it is lopped off at the bottom of page 6.   This whole paragraph is unnecessary. This is a professional academic journal not an introduction to CSR or marketing research methods class. Strike it and get to the point: "The research method that has been adopted for this study is quantitative research. Quan- 312 titative research is a type of research that depends on natural science methodologies to 313 obtain numerical data and actual evidence. It seeks to establish a cause-and-effect link 314 between different variables by the application of analytical, statistical, and numerical 315 approaches [57]. However, the adoption of quantitative research has several advantages. 316 The first advantage is the use of statistical data to describe and analyze research, which 317 eliminates time and effort for researchers [58]. Secondly, quantitative researchers at- 318 tempt to examine cause and effect correlations to forecast and generalize their findings 319 to a wider population [58]. Furthermore, as for the last advantage, the trustworthiness of 320 data and findings gives a strong policy guidance indication [59]. "   The same goes for these two paragraphs. You're "talking down" to the reader. We don't need you to define what a survey is or what quantitative research is; the tone is inappropriate for a professional journal and is more suited for an undergraduate text book. To wit: "The survey is primarily defined as a means of gathering data from a sample of people. 322 The survey is essentially a series of interconnected steps [60]. Surveys have become a 323 typical instrument for empirical research in the social sciences, marketing, and govern- 324 ment statistics [61]. The survey questions are often a set of preset questions targeted at 325 gathering specific data from a certain group of people regarding their preferences, opin- 326 ions, attitudes, or facts, relying on the survey intention. Surveys might be specific and 327 narrowly defined, or they might have wider more global purposes. Surveys are fre- 328 quently used to analyze behavior [61]. In addition, in this research, the online survey 329 specifically is used as a method for collecting data, the online survey is considered 330 adaptable since it is designed to handle a variety of various survey dissemination for- 331 mats, and its user base is international. Furthermore, as participants can respond to 332 questions at any location and at any time as long as they have an internet connection, 333 online surveys are very flexible. Additionally, online surveys can be designed so that the 334 participant must respond to questions before proceeding to another question or submit- 335 ting the survey [62]. 336 The survey method entails quantitatively assessing the results and establishing relation- 337 ships between various responses. A survey involves the following steps: The first stage 338 is to obtain information about the chosen topic. Following that, identifying the variables 339 required in the research model, and choosing a sample that will be targeted is more im- 340 portant than designing the formula needed. Afterward, the survey was produced and 341 subsequently distributed online on several social media ..."     First of all, Facebook, Instagram, and Whatsapp are unequaled so the use of "such as" is not appropriate. Secondly, why not list all of the media outlets used? You've spent a lot of time defining seemingly irrelevant items (e.g., survey, quant. research) and now in the methods section, you are skimping. Why?   The survey link 350 was shared on social media networks such as Instagram, Facebook, and WhatsApp. It 351 mainly comprises 250 responses, which have been sorted and examined with the use of 352 SPSS and AMOS software.    And what does "mainly comprises 250 responses" mean? Is that the completed n-size? Very confusing.    Why didn't each of the CSR categories carry the same number of questions?? Some had three, others five, others still more. You have inadvertedly introduced a potential bias to the reader/survey taker but this uneven and unequal number of questions. This is a huge methodological weakness that cannot be undone.   You should have mentioned the factor analytical approach earlier in the paper and used strong, clear findings like "factor loadings indicate that the environmental drivers of consumer behavior are  x, y and z"   This finding seems axiomatic: "H2c: Consumer engagement positively and significantly mediates the effect between environmental responsibilities and purchase intentions with CSR activities on social media.."   Without actually seeing the survey instrument, the following has little meaning; I just have to take the authors' word on this: "According to the findings, 447 environmental responsibilities had the most significant impact on consumers with p 448 (0.001). Consumer engagement on social media had the same amount of impact p (0.001)"   And herein lies in the issue. Jordan is a small country. Most readers know very little about Jordanian firms. We have no idea who these firms are; you give us no background about them. We assume all the survey informants were Jordanian; if not, how did you tell. So, a small country, murky methods, an industry only known well to the resesearchers, and from here you aim to make broad statements about consumer resesrch globallly. I'm afraid the data-inference ratio is stretched to an extreme. There is little research relat- 462 ing to the CSR activities of companies in Jordan.    In the discussion, you veer off into Malaysia and other countries. You are putting the cart before the horse. To contextualize the study, all relevant comparative research should have come earlier in the paper in the literature review. Not here. It reads as if you are grasping for global relevancy.    Again, this is plain wrong. You must avoid these dismissive statements. "Prior literature did not look at the relationship between environ- 490 mental responsibility and consumer behavior."        

 

 

 

For a paper's title to be included in the body of a technical journal article, it must be seminal. However, you list it without specifying authorship and that must be remedied: "According to a study done on the Effect of Corporate Social Responsibility on Consumer 100 Buying Behavior (2019), "  Your sentence introduces a Proper Noun (capitalized) but you imply that you re describing a topic ,not a title. Change it. The words "done on" needs to be changed to "titled" and then the reference is immediately followed (it is not, at present). Moreover, this needs to be expanded upon, this reference and its salience to your topic: "20. Thomas, B.; Tahir, N.S. The Effect of Corporate Social Responsibility towards Consumer Buying Behaviour: A 605 Study among Universities Students. J. Int. Business, Econ. Entrep. 2019, 4, 8–18, doi:10.24191/jibe.v4i2.14310.'

 

The use of passive voice confuses. Were the findings that it was more signgicant? "was presented as more significant than legal responsibilities [20]. " If so, tell the reader just that and signal what statistical test corroborates that conclusion.

 

 

 

 

Author Response

Deas Sir,

I responded to all fruitful comments. 

Thank you

Author Response File: Author Response.pdf

Reviewer 3 Report

• A proofreading would be recommended as there are phrases where the main idea is almost impossible to be understood – see lines 43-47
• Grammar – see line 69…. And punctuation see line 70
• Only the first part of the Research Model can be seen in the article…. – see lines 303-306
• I’d recommend using this formula when addressing an author “According to Author’s Name [43]…”   see lines 212, 224, 238
• Also, it is quite hard to follow the article if the sentence starts like this “[13] suggested that” – see lines 216, 277
• What does “3” in line 363 mean?
• The legal responsibility can not be replaced with the environmental responsibility, as a company that does not comply with the law is an irresponsible company. The core responsibilities for a company are for sure the legal responsibilities, the economic responsibilities and after that, we discuss ethical… philanthropic… environmental ones….
• How did you measure consumer engagement? I would recommend presenting the construct of the questionnaire in order to be able to appreciate whether the questions were properly used.

Author Response

Dear Sir,

I responded to all your fruitful comments.

Thank you

Author Response File: Author Response.pdf

Round 2

Reviewer 1 Report

I find the manuscript adequately improved now, since the first submission, therefore I recommend it for publication

Reviewer 3 Report

Congratulations for your work