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Corporate Social Responsibility as a Bridge Across Religions: Interactivity and Brand Value

Authors

  • Nurul Retno Hapsari UPN "Veteran" Yogyakarta
  • Virginia Ayu Sagita Communication Science, UPN Veteran Yogyakarta
  • Medi Trilaksono Dwi Abadi Communication Science, UPN Veteran Yogyakarta
  • Ida Susi Dewanti Business Administration, UPN Veteran Yogyakarta
  • Dewi Mukti Wijayanti Business Administration, UPN Veteran Yogyakarta

DOI:

https://doi.org/10.31315/paradigma.v30i1.16457

Keywords:

Corporate Social Responsibility, Customer Brand Co-Creation, Behavior, Perceived Value, Religiosity.

Abstract

Interactivity in corporate social responsibility (CSR) is a significant catalyst for customer involvement, yet, its effects among various religious groups, particularly within movements such as BDS, are insufficiently examined. This study examines the impact of perceived CSR interactivity on customer brand co-creation behavior and perceived value, investigating the mediating role of customer brand co-creation behavior, while also evaluating religious disparities in response. A quantitative approach was applied, utilizing PLS-SEM to test direct and indirect effects, and Multi-Group Analysis (MGA) to assess group differences. Data were collected from 110 Starbucks customers through online surveys using non-probability sampling. Perceived CSR interactivity positively impacts co-creation behavior, enhancing perceived value. MGA revealed no significant differences between Muslim and Christian customers, indicating that universal CSR values resonate across religious groups. Businesses should design inclusive, interactive CSR programs to foster engagement, build stronger customer relationships, and increase brand value.

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Published

2026-01-31 — Updated on 2026-01-31

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How to Cite

Hapsari, N. R., Sagita, V. A., Abadi, M. T. D., Dewanti, I. S., & Wijayanti, D. M. (2026). Corporate Social Responsibility as a Bridge Across Religions: Interactivity and Brand Value. Paradigma: Jurnal Masalah Sosial, Politik, Dan Kebijakan, 30(1). https://doi.org/10.31315/paradigma.v30i1.16457

Issue

Vol. 30 No. 1 (2026): January 2026

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Copyright (c) 2026 Nurul Retno Hapsari, Virginia Ayu Sagita, Medi Trilaksono Dwi Abadi, Ida Susi Dewanti, Dewi Mukti Wijayanti

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