Role of Proactive and Reactive CSR in Consumer Purchase Intention: Moderation of Word of Mouth on Social Media

The corporate social responsibility means caring for the society; firms are investing in different projects and social activities to get the attention of the common people. There are two categories of CSR; the first one is Proactive CSR and the other one is Reactive CSR. The firms follow either proactive CSR or reactive CSR the ultimate goal is to position itself as a society-caring company. This research explains the relation between the PCSR and RCSR (as the independent variable) with the Consumer Purchase Intention (dependent variable) and the moderation effect of word of mouth. The variables are continuous therefore Likert scale is used to collect data and analyses were done on SPSS software. Proactive CSR has higher correlation with consumer purchase intention as compared to Reactive CSR. When Word of mouth is used as moderator through the moderation process and adds word of mouth with Proactive CSR or Reactive CSR their relation and impact are higher than as individually (PCSR & RCSR). Several companies are doing different CSR activities in our society but if they use PCSR with WOM it has a good impact on Consumer purchase intention. This leads to a Consumer Buying attitude. Another implementation of this study is if a company is suffering in a social issue they may adopt the RCSR strategy with WOM creating with their stake holder the result will be positive and effective as the result of this study shows.