EXPLORING THE TENSION BETWEEN CSR AS A REPUTATION MANAGEMENT TOOL AND A DRIVER FOR SOCIAL IMPACT

Abstract

This study aimed to examine how corporate social responsibility (CSR) is understood, implemented, and communicated in small and medium-sized South African retail businesses, with particular attention to its influence on reputation and stakeholder trust. Guided by stakeholder and legitimacy theories, a qualitative research design was employed, drawing on data from ten semi-structured interviews conducted via Microsoft Teams with representatives from seven retail businesses, using an eleven-question interview guide. The data were analysed using thematic analysis, which identified five central themes related to motivations behind CSR, its contribution to reputation, authenticity concerns, stakeholder trust, and challenges affecting credibility and assessment. The findings indicate that CSR is perceived as both a moral obligation and a strategic tool for differentiation, with authenticity, transparency, and community involvement being critical to building trust, while limited resources, inconsistent evaluation practices, and performative activities undermine long-term credibility. In practice, the study suggests that CSR initiatives should be integrated into everyday business operations, communicated honestly, and supported by clear, consistent evaluation methods to enhance stakeholder confidence. By providing empirical insights into CSR practices within South African retail SMEs, this study contributes to the literature by clarifying how credible and sustainable reputational value can be built through contextually grounded CSR approaches.