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Do data-driven CSR initiatives improve CSR performance? The importance of big data analytics capability

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  • Choi, Hyoung-Yong
  • Park, Junyoung

Abstract

Despite the increasing number of companies deploying big data analytics (BDA) in corporate social responsibility (CSR) activities, few studies have investigated how the use of BDA in CSR activities affects CSR performance. Drawing on the resource-based view, we propose that the impact of BDA use in CSR initiatives (BDA-enabled CSR) on CSR performance depends on a firm's ability to provide data-driven insights through big data management and big data analytics (big data analytics capability, BDAC). We further show that the positive interaction effect of BDA-enabled CSR and BDAC on CSR performance is pronounced in the CSR performance categories of environmental impact, employee relations, product safety, and corporate governance, but not in community relations, human rights, and workplace diversity. This study contributes to BDA literature as well as CSR literature by empirically demonstrating how BDA-enabled CSR and BDAC influence CSR performance. This study provides practical implications to strategy managers, social entrepreneurs, venture capitalists or investors, and policy makers.

Suggested Citation

  • Choi, Hyoung-Yong & Park, Junyoung, 2022. "Do data-driven CSR initiatives improve CSR performance? The importance of big data analytics capability," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    • Handle: RePEc:eee:tefoso:v:182:y:2022:i:c:s0040162522003262
    DOI: 10.1016/j.techfore.2022.121802
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