Influence of corporate social responsibility on the elementsof affective commitment to the employer brand in companiesin the manufacturing secto

Abstract

the purpose of this research is to develop a theoretical framework in which thecomponents of the employer brand’s affective commitment—long-term orientation(lto), enthusiasm for the employer brand (eeB), and emotional attachment (eA)—areinfluenced by corporate social responsibility (csr). An online questionnaire was used toconduct the survey, which gathered data from 366 employees of lima, peru, businesses.using smartpls software and the partial least squares path modeling method, the datawere analyzed to test the hypotheses of the proposed research model. According tothe findings, csr significantly improved lto, eeB, and eA. in conclusion, it can be statedthat organizations that adopt sustainable practices and promote csr within theirbusiness strategy not only benefit society and care for the environment but can alsostrengthen the emotional connection of employees with the company. With which theycan improve morale, productivity, and talent retention, creating a more positive andsustainable work environment in the long term.