The Effects of USR and Its Communication on Faculty Satisfaction

This study investigates the relationship of University Social Responsibility (USR) initiatives, its social media communication and faculty satisfaction. The increasing importance of USR for stakeholders is reflected in relevant rankings, accreditation institutions, and the expectations of faculty and students. However, most researchers have ignored this topic. This study adopted social identity theory to explore the effects of USR on faculty satisfaction. We surveyed 107 academics from top 50 business schools listed in the Financial Times. Our survey was based on the Collaborative on Academic Careers in Higher Education (COACHE) scale and a pre-established USR scale. Using the PLS-SEM analysis, we found that the relationship between USR communication and the general satisfaction of faculty is mediated through the faculty's satisfaction with university management.