Influence of media exposure and Corporate Social Responsibility compliance on customer perception: The moderating role of Firm's reputation risk

This research tries to measure the direct effects of media exposure, Corporate Social Responsibility (CSR) compliance on customer perception; and, to analyze the moderating role of firm's reputation risk. Data is collected from sports manufacturing industry, Sialkot, Pakistan. Partial Least Squares Structural Equation Modeling technique was used for analysis. The results showed positive effects of firm's media exposure and CSR compliance on customer perception. This suggests that firms which maintain positive image in the media and consider contributing positively in society and doing business with ethics, they attract positive attitude of the customers towards products and firms as well. Moderating results show that interaction of firm's reputation further strengthens the effects of both media exposure and CSR initiatives on customer perception. Results also revealed the positive effects of firm's reputation risk on customer perception. The paper discusses implications of this research for the existing literature, practitioners, and policymakers.