Systematic Literature Review on the Effects of Corporate Social Responsibility (CSR) on Company Image

Abstract

Building a positive corporate image can greatly assist a company in its marketing activities. In the current highly competitive environment, companies strive harder to position themselves in the best possible way in the eyes of the public to gain acceptance and trust. One of the efforts made by companies to shape a good image is through Corporate Social Responsibility (CSR) activities. Implementing CSR can shape, create, and strengthen the company's image. CSR can be used as a strategy for companies to enhance their corporate image, which in turn affects their existence. This study aims to examine the impact of CSR on the company's image. The study employs the Systematic Literature Review (SLR) method, which involves reviewing, analyzing, structurally evaluating, classifying, and categorizing evidence-based research findings obtained from Google Scholar over the past five years. The results of the study indicate that CSR has a positive and significant impact on the image of both state-owned enterprises (BUMN) and commercial institutions. The substantial influence of CSR programs on the company's image demonstrates that a company must establish good relations with the community to have the strength and competitive strategy to develop into a better company in the eyes of the public.