May 31, 2024
Majid Esmaeilpour

Majid Esmaeilpour

Academic Rank: Associate professor
Address: Department of Business Management, Faculty of Business and Economics, Persian Gulf University, Shahid Mahini Street, Bushehr, Iran Zip code: 7516913798,
Degree: Ph.D in Marketing Management
Phone: 07731222136
Faculty: School of Business and Economics

Research

Title
The Effect of Corporate Social Responsibility on Product Innovation: with The Role of Moderate of Employer Branding (Case Study: Medium and large Production Companies in Bushehr).
Type Thesis
Keywords
مسئوليت اجتماعي شركت، نوآوري محصول، برندكارفرما، شركت هاي توليدي متوسط و بزرگ
Researchers zahra hajizadeh (Student) , Ebrahim Rajabpour (Primary advisor) , Heidar Ahmadi (Advisor) , Majid Esmaeilpour (Advisor)

Abstract

Background: In recent years, the role and importance of social responsibility in the success of organizations have attracted the attention of managers. Due to the pressure of groups to pay more attention to social responsibility in companies, managers are asked to prepare more programs. Why; The program improves the performance of the organization in society and tries to making social responsibility to individuals, organizations and, governments helps a positive impact on the progress of work and society Aiam: The main purpose of the present study is to investigate the impact of the company's social responsibility on product innovation, emphasizing the mediators of the employer branding in the medium and large manufacturing companies of Bushehr. Methodology: This research in terms of purpose is an applied research and in tems of collecting information, is descriptive- survey of correlation type The statistical population of the present study was formed by the medium and large manufacturing companies of Bushehr (100 companies). With the available sampling method, 80 companies were selected as the research sample. To evaluate the reliability of the research tool, Cronbach's alpha coefficient was used, which is 94% for the whole questionnaire. Content validity was used to assess the validity of the research data collection tool and Smart PLS software was used to test the research hypotheses. Conclusions: The results of structural equations showed that; Social responsibility has a positive and significant effect on product innovation and also; Social responsibility has a positive and significant effect on the employer brand, but the employer brand does not have a positive and significant effect on product innovation and also there is no positive and significant relationship between corporate social responsibility and product innovation with employer brand mediation. Considering the positive and significant impact that social responsibility has on the product of innovati