Abstract

In the era of globalisation and evolving societal expectations, organisations have shifted from a profit-centric focus to embrace corporate social responsibility (CSR). Focusing on the interplay between CSR and customer loyalty, the paper delves into the motivations behind CSR adoption, as a tool for genuine community development to strategic marketing manoeuvres, and its impact on firms’ profitability. This paper contends that a symbiotic relationship between CSR, customer loyalty, and profitability is achievable, emphasising the importance of authenticity in CSR initiatives. It argues for a balanced approach, where companies contribute to societal welfare while deriving profits, acknowledging the need for authenticity in CSR initiatives to garner customer support. Ultimately, the paper advocates for a nuanced understanding of CSR as a dynamic force that, when properly aligned with business strategies, can enhance both societal well-being and corporate success.