Corporate Social Responsibility Initiatives and Consumer Satisfaction in An Internet-Based Company: A Mediating Role of Communication in The Social Media

In the era of brand economy, maintaining a good relationship between companies and consumers is key for enhancing competitiveness also reputations. By fulfilling corporate social responsibility (CSR), promote consumers' sensory cognitive perception their brands products, thus improve relationships enhance satisfaction to brands. Based on media platforms, this study constructs model CSR consumer from perspective research by adopting Carroll's (1991) pyramid theory as theoretical basis classify independent variable into four dimensions: philanthropic responsibilities, ethical legal responsibilities economic responsibilities. The dependent satisfaction. communication was used mediating variable, which developed, scale questionnaire were designed. Finally, an empirical conducted verify hypotheses analyze variables. Results indicated having positive effect in can play role model. Accordingly, it be concluded that through responsibility. Findings suggest organisations with brand; awareness brand, further towards brand.