The Role Of Identity Framing In Employee Engagement With Corporate Social Responsibility
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2024-10-10
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en
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This thesis delves into how identity frames shape employee engagement with Corporate Social Responsibility (CSR). Employing a qualitative, inductive, approach the study focuses on employee CSR engagement at a case company bringing forward new insights. A critical gap in the literature revolves around the fragmented research on micro-CSR and a lack of a coherent theoretical explanation of how identity frames shape employee CSR engagement. While previous studies have highlighted the importance of CSR congruence for employee engagement, a significant gap remains in understanding how identity frames shape employee engagement. Additionally, much of the existing micro-CSR literature focuses on the outcomes of CSR initiatives, resulting in limited insight into the antecedents of CSR engagement.
Through 11 semi-structured interviews, distinct identity frames emerge. The findings reveal how identity frames shape employee CSR engagement. The insights extend the fragmented body of literature on CSR, micro-CSR, and CSR engagement. Employees with a strong alignment between personal values and CSR tend to engage more deeply, while those facing organizational constraints may experience tensions that affect their engagement. Practically, it shows that organizations can benefit from a bottom-up approach with CSR initiatives that resonate with diverse employee identities thereby addressing potential tensions to enhance engagement.
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Faculteit der Managementwetenschappen