Open Access Article

How CSR Shapes Reputation: A Culture-Moderated, Multi-Mediation Model of Image, Knowledge Creation, and Stakeholder Engagement in IT Firms

Israr Ahmad (1)
1. Department of Management, Universiti Sains Malaysia
https://doi.org/10.36923/imf.v1i1.401

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Issue
Vol. 1 No. 1 (2026): Continuous
Submitted
August 13, 2025
Accepted
October 2, 2025
Published
December 10, 2025
Keywords:
    Corporate Social Responsibility , Corporate Reputation, Corporate Image, Knowledge Creation, Stakeholder Theory, Information Technology Sector, Structural Equation Modeling
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Abstract

This study examines the influence of Corporate Social Responsibility (CSR) on corporate reputation in Pakistan’s information technology (IT) sector, incorporating corporate image, knowledge creation, and stakeholder engagement as mediating variables, and organizational culture as a moderating factor. Drawing on stakeholder theory and the knowledge-based view, the study employs a quantitative research design using data collected from 302 managerial respondents across 80 IT firms. Structural Equation Modeling (SEM) via SmartPLS was used to assess the direct, indirect, and moderating relationships among the constructs. The results reveal that CSR has a significant direct effect on corporate reputation and exerts indirect effects through corporate image, knowledge creation, and stakeholder engagement. Furthermore, organizational culture significantly strengthens the positive relationship between CSR and knowledge creation, highlighting the importance of supportive internal environments in amplifying CSR’s strategic value. These findings demonstrate that CSR initiatives that are well-communicated, learning-oriented, and stakeholder-inclusive enhance trust, innovation, and reputational capital. The study contributes to the CSR literature by offering a multidimensional explanatory framework applicable to emerging economies and knowledge-intensive industries. Practical implications are provided for managers and policymakers seeking to embed CSR within cultural, relational, and learning processes to sustain competitive advantage in dynamic market environments.

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Authors

Israr Ahmad
https://orcid.org/0000-0001-5521-0732
chaudhryisrar@gmail.com (Primary Contact)
Author Biography

Israr Ahmad

Dr. Israr Ahmad is a dedicated academic and management professional, currently engaged as a Post-Doctoral Fellow at Universiti Sains Malaysia's School of Management. With a doctorate from Universiti Utara Malaysia, he has 6 years of combined experience in industry and academia. Dr. Ahmad has made significant contributions to the field with 20 research publications in renowned national and international journals, and actively participates in editorial capacities. His research interests innovation management, strategic management, and organizational development. Committed to using his expertise in education, research, and analytics, Dr. Ahmad aspires to elevate underprivileged communities through advanced management education, advocating for higher enrollment and curriculum modernization in higher education. His post-doctoral work continues to build on his vision of merging research with practical applications to benefit society sustainably.

Ahmad, I. (2025). How CSR Shapes Reputation: A Culture-Moderated, Multi-Mediation Model of Image, Knowledge Creation, and Stakeholder Engagement in IT Firms. Innovation Management Frontiers, 1(1), 17-28. https://doi.org/10.36923/imf.v1i1.401
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Ahmad, I. (2025). How CSR Shapes Reputation: A Culture-Moderated, Multi-Mediation Model of Image, Knowledge Creation, and Stakeholder Engagement in IT Firms. Innovation Management Frontiers, 1(1), 17-28. https://doi.org/10.36923/imf.v1i1.401

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