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<p>Traditional corporate social responsibility (CSR) is transitioning towards the co-created social responsibility (Co-SR) by stakeholders. However, existing research primarily focuses on CSR driven by the consumers, neglecting the role of employees. To fill this gap, we establish a signal transmission model based on two-stage social exchange relationships to examine the signaling effect of perceived employee engagement in social responsibility on consumer engagement willingness through digital platforms. Analyzing 473 valid experimental samples using polynomial regression and response surface analysis, we find that perceived employee engagement, both in-role and extra-role, can strengthen consumers’ willingness to engage in Co-SR. The consistency between perceived employee in-role and extra-role engagement and higher extra-role engagement than in-role engagement can both enhance consumer engagement willingness. Furthermore, the joint effect of perceived employee in-role and extra-role engagement influences consumer engagement willingness through consumer trust rather than anticipated pride. This study extends the CSR research framework and promotes the social exchange theory and signaling theory.</p>

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Co-created social responsibility driven by the perceived employee engagement in social responsibility

  • 期刊论文

  • 发表日期：

    2025年8月22日

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  • Hongwei Xing,
  • Hanying Wang,
  • Ju Qi

摘要

Traditional corporate social responsibility (CSR) is transitioning towards the co-created social responsibility (Co-SR) by stakeholders. However, existing research primarily focuses on CSR driven by the consumers, neglecting the role of employees. To fill this gap, we establish a signal transmission model based on two-stage social exchange relationships to examine the signaling effect of perceived employee engagement in social responsibility on consumer engagement willingness through digital platforms. Analyzing 473 valid experimental samples using polynomial regression and response surface analysis, we find that perceived employee engagement, both in-role and extra-role, can strengthen consumers’ willingness to engage in Co-SR. The consistency between perceived employee in-role and extra-role engagement and higher extra-role engagement than in-role engagement can both enhance consumer engagement willingness. Furthermore, the joint effect of perceived employee in-role and extra-role engagement influences consumer engagement willingness through consumer trust rather than anticipated pride. This study extends the CSR research framework and promotes the social exchange theory and signaling theory.