Impact Of Corporate Social Responsibility To Develop Marketing Strategy

Abstract

Introduction: The role of global standards to maintain authenticity thus becomes more mandatory to all businesses involved in it. The business has developed usage of digital marketing at around 63% and an increase of 14% growth rate in their spending from 2020 to 2021 in this marketing type. Companies have to be more responsible to be more transparent in using their strategies with standards in marketing policies and CSR

Aim: The main aim of the study is to find the role of Corporate Social Responsibility in developing a marketing strategy to enhance market position over a long-term period.

Literature Review: CSR is known as a business model helping themes to be socially accountable to their stakeholders, society, or even themselves. The implementation of CSR allows the companies to have enhanced transparency, employee and local community engagement, investment or funding made in green technologies and diversity initiatives inclusion. Some of the issues to roll out CSR strategy in marketing activities are Greenwashing, Woke-washing, and disconnecting vision and goal. Focusing on the interest of the environment or society can increase the trust of the stakeholders and further help to sustain growth for a longer period. CSR strategies enhancing the marketing brand of a business include Donating resources, making changes in the product or services, supporting employees act globally and thinking at the local level. Implementing Carrol's pyramid helps the companies to rate their effectiveness related to each of the CSR dimensions.

Methodology: The use of descriptive data gives a systematic data collection phenomenon by taking aspects of the situation. The use of the positivism philosophy has been considered to have a more logical inquiry with observation to understand the impact of CSR in developing market brand image. The Primary Quantitative method has been used in this study. And inclusion of 13 questions divided into 3 demographic and 10 variables-related questions. The Excel sheets consisting of the responses of the participants are further inserted in SPSS, a statistical software.

Findings: This has been done to learn about their perspectives based on their categories and experiences based therein. The three criteria listed below are used to break apart the participants for additional statistical analysis. Relevant statistical analysis is conducted with the help of the SPSS and further analysis is drawn accordingly.

Discussion: Proper utilisation of social responsibility in digital marketing plays a crucial role as it would help in the effective use of AI tracking to increase the trust of stakeholders. Implementing true marketing strategies are connected with the CSR practices and business optimization can be pursued according to that.

Conclusion: Consequently, using a variety of marketing measurements and factors is necessary to preserve financial stability even while making long-term decisions. CSR practices have a huge fate in determining marketing future of any brand.