The Effect of Perception of Corporate Social Responsibility on the Context of Public Relations on Organizational Commitment: A Research Aimed at the Faculty Members

Abstract

Purpose –  Current literature reveals that properly implemented public relations practices for corporate social responsibility develop a positive perception on the target audiences of the institutions. In this context, the significance of the concept of corporate social responsibility was highlighted by Carroll in terms of representing a good corporate citizen (Carroll, 1991: 40). Carroll has introduced the corporate social responsibility pyramid in line with this view. It is stated by Allen and Meyer there are psychological factors under the commitment of individuals to the institutions they work for. In this context, they developed the organizational commitment model (Allen ve Meyer 1990: 3-4). It is aimed in this study to reveal the effect of the perception of corporate social responsibility on the organizational commitment in the context of public relations, within the framework of the faculty members in foundation universities, based on the current literature.

Design/Method/Approach –  Within the scope of the study, an experimental research model was developed for the relationship between the steps of the corporate social responsibility pyramid and the dimensions of the organizational commitment model. This model has been tested with data obtained through an online survey as a quantitative method.

Findings –  According to the results of the Pearson product-moment correlation analysis to ascertain the relationship between the average scores obtained from the perception scale for corporate social responsibility and the average scores obtained from the organizational commitment scale on the context of public relations; on the context of public relations, it was revealed that as the perception score for corporate social responsibility increases, the affective commitment score increases, the continuance commitment score decreases, and the normative commitment score increases.

Discussion –  Based on the research findings, it can be predicted that affective commitment in universities can be increased with public relations practices for corporate social responsibility, when performed correctly.