The Impact of Corporate Social Responsibility on Innovative Performance with Considering the Mediating Role of Marketing Effectiveness: A Case Study of Khuzestan Steel Industries
Subject Areas : Operations Management
Hamed Charkhab
1
,
Ghanbar Amirnejad
2
1 - Master Student of Executive Management, Marketing Orientation, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran
2 - Associate Professor of Management, Tehran Central Branch, Islamic Azad University, Tehran, Iran
Keywords: Corporate Social Responsibility, innovative performance, Marketing Effectiveness, Khuzestan Steel Corporate,
Abstract :
The present study aimed to investigate the impact of corporate social responsibility on innovative performance by considering the mediating role of marketing effectiveness in Khuzestan steel industries. This study is applied in terms of aim, descriptive-survey in terms of approach and causal in terms of type of research. The statistical population of the present study was all employees of Khuzestan steel industries. In this study, using a convenience random sampling method, 306 statistical samples were included in the study. The main instrument for data collection in this study was a standard questionnaire with 26 items. In this questionnaire, the answers were designed on a five-point Likert scale (from strongly disagree to strongly agree). The validity of the questionnaire was evaluated by face validity and confirmatory factor analysis, and its reliability was evaluated by calculating Cronbach's alpha coefficient. After distributing and collecting questionnaires and extracting data, descriptive and inferential analyses were performed in SPSS and LISREL Software. In this process, analyses such as Cronbach's alpha coefficient calculation, descriptive statistics on research variables, KMO test, Kolmogorov-Smirnov test, confirmatory factor analysis and path analysis were performed. Finally, the results showed that corporate social responsibility has a positive and significant impact on innovative performance and marketing effectiveness variable plays a mediating role in this regard