National Culture, Employee’s Engagement and Employee’s CSR Perceptions in Technology Based Firms of Pakistan

Abstract

This research analyses the importance of recognizing cultural factors in order to shape CSR Perceptions of employees to derive higher levels of employee's engagement. Hofstede's five cultural dimensions were explored in Pakistani context through a thorough review of the literature on the relationship between national culture, CSR Perceptions and employee's engagement, which were then contextually presented in the form of a hypothesized model. Primary data collection was done by administering questionnaires to 192 employees from technological industry of Pakistan. Partial least squares structural equation modeling (PLS-SEM) using latest ADANCO Software was employed to statistically validate the relationship between the variables. This paper provides conceptual contribution by focusing on the identification of the most significant and relevant cultural dimensions affecting employee's CSR Perceptions and engagement in the context of Pakistan and countries with similar cultural context. Findings of this paper indicate that understanding cultural context of a particular country is crucial for enhancing the perceptions of employees regarding the CSR initiatives being practiced by the organization. This generates employees who are more engaged and productive in their work; hence, it turns advantageous for the employer and employee alike. These findings provide guidelines for the practitioners and managers so that they can capitalize their efforts in a more efficient way by making employees aware of the CSR activities taking forward by them according to the cultural orientations of workforce and reap the desired benefits out of it.