Corporate social responsibility and its role in the impact of marketing tools on strategic marketing
Bibliographic record
Abstract
This paper aims to examine the role of CSR in the impact of two marketing tools (social media and CRM) on two dimensions of strategic marketing (innovation orientation and marketing capabilities). Gathering data from a sample of managers and employees in service firms using a questionnaire, it was found that both marketing capabilities and innovation orientation are positively related to social media and CRM. However, CSR mediates only the impact of social media on marketing capabilities and the impact of CRM on marketing capabilities. There was no significant mediating role of CSR in the effect of CRM or social media on innovation orientation. Furthermore, the study revealed that CSR did not moderate the effect of social media and CRM on innovation orientation and marketing capabilities. Such results contribute to marketing literature through answering an important question: does CSR mediate or moderate the effect of social media and CRM on innovation orientation and marketing capabilities. Moreover, this study suggests that CSR is a crucial mechanism for developing marketing capabilities and at the same time CSR is not a pivotal prerequisite for the impact of marketing tools on strategic marketing to occur.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.005 | 0.017 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.002 | 0.001 |
| Science and technology studies | 0.001 | 0.005 |
| Scholarly communication | 0.004 | 0.003 |
| Open science | 0.000 | 0.003 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.004 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".