Authors: Ms. Anisha S, Ms. Rathika R, Dr. N. Rajendran
Abstract: This study investigates the role of Corporate Social Responsibility (CSR) in marketing, highlighting its increasing significance as a strategic component in today’s business landscape. As consumers become more socially and environmentally conscious, companies are compelled to integrate CSR initiatives into their marketing strategies to align with evolving consumer expectations. The study aims to examine the influence of CSR on consumer purchasing behavior, evaluate its role in enhancing brand image and reputation, and identify the challenges businesses face in authenticating CSR within their marketing efforts. Through a comprehensive analysis, the study reveals that CSR initiatives positively impact consumer purchasing decisions, particularly among younger generations who prioritize ethical practices and sustainability. It emphasizes the importance of authenticity in CSR efforts, noting that companies that genuinely engage in responsible practices are perceived as more trustworthy and responsible, which enhances their brand reputation. The findings also indicate that the effectiveness of CSR marketing varies across industries, suggesting that tailored strategies are essential for resonating with target audiences. However, companies encounter challenges such as skepticism about insincere CSR activities and difficulties in effectively communicating their initiatives. Recommendations for effective CSR integration include ensuring authenticity, tailoring initiatives to industry specific needs, committing to long-term sustainability efforts, and actively engaging stakeholders. This study concludes that when strategically incorporated into marketing, CSR can strengthen brand loyalty, enhance corporate reputation, and contribute to positive social and environmental impacts, ultimately driving long-term business success.
DOI: http://doi.org/10.5281/zenodo.20614759
