The study investigates how corporate social responsibility (CSR) impacts customer engagement and the mediating role of customer-brand identification and customer satisfaction.Survey data collected from 293 life insurance customers were analyzed using structural O-ring equation modeling.The findings reveal that CSR, customer-brand identification, and customer satisfaction are essential drivers of customer engagement.
Furthermore, the findings show that CSR significantly influences customer-brand identification and customer satisfaction.The results also show that customer-brand identification and customer satisfaction play a key mediating effect in the relationship between CSR and customer engagement.The findings underscore the Fan Shop - NFL - Clothing need for life insurance firms to consider CSR as a strategic instrument to stimulate and elicit favorable customer responses.