“Sharing is caring” : Corporate social responsibility awareness explaining the relationship of information flow with affective commitment

Purpose – The effects of corporate social responsibility (CSR) communication on external stakeholders' perceptions and behaviours have been studied extensively; however, researchers have largely overlooked the effects of CSR communication on internal stakeholders. This study seeks to propose that, by enhancing employee awareness of the organisation's CSR activities (aimed at society, the government, customers, and employees), organisational communication can increase affective commitment. Design/methodology/approach – Data were collected at a Dutch healthcare insurance company, using a web‐based questionnaire ( n =301). The proposed model was tested with structural equation modelling (SEM) using Amos. Findings – The bootstrapping results showed a positive association between information flow and affective commitment, with a mediating effect for CSR aimed at employees and customers. CSR projects aimed at the government and society at large did not mediate the relationship between information flow and affective commitment. Originality/value – The impact of CSR towards employees and customers can be explained by social exchange theory. When employees feel that their organisation values their well‐being and that of their customers, they reciprocate what they receive from the organisation by committing themselves to the organisation. As such, this study provides an important argument for the implementation of CSR activities: it increases the emotional attachment of employees towards their organisation.