The major purpose of the research is to recognize the CSR practices in organizations and how it is impacting the retention rates of the employees and the brand image. The research will propose results which can be applied generically to different businesses. Human capital is considered as one of the most integral assets of an organization and this is the key reason that the retention of the employees is being considered as a key factor (Crane, Matten & Spence, 2019). With many organizations struggling with the turnover hassle, it is essential to lay emphasis on the tactics that will reduce the same and at the same time increase the productivity of the firm. With the growing consensus of corporate social responsibility, many organizations have begun adhering to the same. This is not only beneficial for the organizations but also inflates the loyalty of the customers.
In this research, the organisations majorly operating in the IT sector which will be selected for collecting the data. Hence, the research will be applicable to all the companies operating in the sector. However, taking into consideration the impact of CSR initiatives on brand image, it can be broadly applied to other business settings as well. Since most of the companies incur the issues in employee retention and brand image, this research will be beneficial for other businesses in identifying the key areas where they can improve with the help of CSR practices. The research will assist businesses in the decision-making by ensuring that the potential loss of the socially conscious consumer consumers is diminished (Crane, Matten & Spence, 2019). CSR initiatives influence the purchasing intentions of the consumers and by adopting CSR practices; organisations will be able to tap the consumers who are prone to socially responsible activities. This research will bring forward a clear picture of the benefits of CSR practices in inflating the organisational performance via benefiting the staff members and employees (Goldstein, Pulakos, Semedo & Passmore, 2017).
The benefits of CSR practices incorporate employee retention which is one of the key challenges that most of the organisations are facing. The research will show how included organisational citizenship behaviour impacts and improves employee relationship and enhances employee identification within the organisations. Corporate volunteerism is one of the key opportunities that CSR practices provide to the employees. It increases employee loyalty and job satisfaction; this, in turn, boosts employee engagement and creates a knock-on impact that ultimately contributes to organisational productivity. In terms of boosting the brand image, CSR humanizes the brand by adding to memory structures that associate the brand with key issues involving environmental awareness, sustainability and community support.
This research study will play a vital role in suggesting organisations how they can increase employee satisfaction by employing the employees as brand ambassadors in the organisations for investing in the organisation and the greater community. The research will also lay prominence on how personal development opportunities can be provided to the employees as a result of the amalgamation of CSR initiatives. Increasing perception of the consumers regarding community will also be beneficial for organisations if they adhere to CSR initiatives.
Positivism research philosophy will be used in this study because this philosophy is independent of the human interest and encompasses studying and comparing the observed events. This philosophy aids the researcher in commencing a scientific enquiry about the subject and investigating it in an effectual miner (Ryan, 2018). This philosophy believes that a study must abide by the fact that social scientific knowledge must be progressed after obtaining the porous of experimental observation. This philosophy is based on empiricism and aids in directing the research in a specific direction. This research philosophy will be used as it follows a structured format witch increase as the systematization of the study and also this increases the credibility of the study. Furthermore, this research deals with quantifiable data. Interpretivism research philosophy is not used because this research is based on the qualitative investigations which are not required in the deliberated study.
This approach will be used in this study because it aids in the process of explaining the casual relationships between the concepts and variables of the study. As per the positivism research philosophy, this approach best complies with it and is suitable in the context of the type of data used. It increases the possibility to measure and assess the concepts in a quantitative manner (Tjora, 2018). Another benefit for which this philosophy will be used in the study is the fact that it aids in the process of generalization of the findings to a great extent. It is aimed at testing the theory proposed by the provided research study. The inductive research approach will not be used in the study because this research approach is usually associated with the qualitative study which is not the case in the pondered study. Furthermore, the aim of the research is to study the provided topic in a detailed manner and is not to explore a new topic. Therefore, the research study will follow the deductive approach to outline the study.
Descriptive research design will be used in the deliberated study because it is the most fitting design when quantitative data is incorporated. In the considered study, primary quantitative data will be taken into consideration to find the effectiveness of CSR initiatives and hence, this design appropriately makes sure that the quantitative information is effectively used to address the research questions. Furthermore, this design does not examine the cause and effect relationship; neither is used for making accurate predictions (Creswell & Poth, 2016). It is the most appropriate for analysis of data that is in a quantifiable form. In addition to this, in descriptive design, nature of the considered variables does not get altered during the research process which is one of the major Pro associated with this design. Therefore, this research design will be employed in this research.
Data collection process involves the curriculum of gathering data through various sources. It is a procedure that is followed in the researches to assimilate and assemble the data. Data can be collected through primary sources or secondary sources. In the primary method of data collection, the data collected is first-hand and is raw (Cyr, 2016). Studies conducted by collecting this type of data are more reliable and credible. This method makes sure that fresh data is gathered and is used for conducting the research. The secondary sources can vary as per the scope of the research but usually involves peer-reviewed articles, authentic journals and other literary works (Rahmatizadeh, Rajabifard, Kalantari & 2018). If the research is in the context of specific organisations, then it may also contain annual reports of those organizations. The secondary method of data collection can either be qualitative or quantitative in nature depending upon the aim and objectives of the research. In this research, the data will be collected by undertaking a sample of size 100. For collecting the data, a questionnaire will be prepared which effectively attempts to address each of the research questions. The questionnaire will involve 10 questions which are close-ended. The participants represent both employees and managers of different organisations.
For the collection of data, it is essential to incorporate an effective tool. A research instrument is basically a tool that aids in the process of assembling data that in turn leads to the smooth conduction of the research. In the considered research study, the research instrument that will be used is a survey questionnaire. The questionnaire will consist of 10 multiple choice questions which will be close-ended. The questions will be closed-ended so that no descriptive answers are received, and the analysis of the data is easier. All questions will have multiple choices which are relevant to the question and research objectives.
Non-probability techniques do not have a frame and are not structured in comparison to probability sampling techniques. Furthermore, it also has the risk of incorporating a sample size which is not representative of a mass population which can be a threat to the overall research study and its results. The considered study makes use of a random sampling technique. This is so because random sampling technique involves the least chances of biases (Robertson & Sibley, 2018). This sampling technique will be used to select the 10 organisations from which participants are selected for conducting the survey. Once the organisations are determined, the stratified sampling technique will be employed for dividing the population into subgroups and thus, selecting the participants from those groups. The major reason for the employment of a stratified sampling technique is the fact that it reduces the chances of heterogeneity and ensures that homogeneity is ensured in the sample.
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Cyr, J. (2016). The pitfalls and promise of focus groups as a data collection method. Sociological Methods & Research, 45(2), 231-259.
Goldstein, H. W., Pulakos, E. D., Semedo, C., & Passmore, J. (2017). The Wiley Blackwell handbook of the psychology of recruitment, selection and employee retention. Hoboken: John Wiley & Sons.
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Rahmatizadeh, S., Rajabifard, A., Kalantari, M., & Ho, S. (2018). A framework for selecting a fit-for-purpose data collection method in land administration. Land Use Policy, 70, 162-171.
Robertson, A., & Sibley, C. G. (2018). Research sampling: a pragmatic approach. In Advanced Research Methods for Applied Psychology (pp. 27-48). London: Routledge.
Ryan, G. (2018). Introduction to positivism, interpretivism and critical theory. Nurse Researcher, 25(4), 41-49.
Tjora, A. (2018). Qualitative research as stepwise-deductive induction. London: Routledge.
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