Corporate Social Responsibility, Perceived External Prestige, and Emotional Labor - A Sequential Media

By utilizing social identity theory to understand the mediation mechanism through which external and internal corporate social responsibility (CSR) influence employees’ emotional labor. We postulate that CSR practices for external stakeholders augment perceived external prestige whereas CSR practices for employees’ welfare enhance perceived organizational support. In result both enhance the deep acting of employees whereas diminish the surface acting of employees as their emotions management strategies at workplace. Data are collected from front line employees of banks operating in Pakistan. The results fully support our theoretical framework as proposed, and are discussed in terms of their theoretical as well as practical implications not only for managers and researchers but for the society as well in eastern workplace settings of banking sector in Pakistan.