Exploring the Path from CSR to Employer Attractiveness through Trust and Citizenship Intention

DOI

10.2991/978-94-6239-709-5_105How to use a DOI?

Keywords

Corporate Social Responsibility; Employer Branding; Employer Attractiveness; Public Trust; Organizational Citizenship Intention

Abstract

This study explores how Corporate Social Responsibility (CSR) and Employer Branding influence Employer Attractiveness, with Public Trust and Organizational Citizenship Intention (OCI) acting as sequential mediators. Drawing upon Signaling Theory and Social Exchange Theory, a conceptual framework was tested using Structural Equation Modeling (PLS-SEM) based on data collected from 280 respondents representing the general population in South Sulawesi, Indonesia. The findings confirm that both CSR and Employer Branding have significant direct effects on Employer Attractiveness, and their influence is further amplified through the mediating roles of trust and OCI. Public Trust significantly strengthens OCI, which in turn enhances the public’s perception of the organization as an attractive employer. The model exhibits strong explanatory power, with R² values indicating substantial predictive relevance. This research contributes to the existing literature by extending the examination of employer attractiveness to a non-employee population and by emphasizing the importance of relational and behavioral mechanisms in organizational reputation management. The study also highlights the strategic value of authentic CSR initiatives and employer branding in building sustainable engagement with external stakeholders. Future research is encouraged to explore these relationships longitudinally and across different cultural contexts, particularly in the digital communication landscape.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - B. Muh Reza Adrian
AU  - Muhammad Toaha
PY  - 2026
DA  - 2026/06/20
TI  - Exploring the Path from CSR to Employer Attractiveness through Trust and Citizenship Intention
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 1505
EP  - 1516
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_105
DO  - 10.2991/978-94-6239-709-5_105
ID  - Adrian2026
ER  -