The relationship between media sustainability coverage, community sustainability awarness, and corporate social responsibility (CSR) adoption by Dubai business firms

The expectations regarding the adoption of corporate social responsibility (CSR) have not being fully meet by the business sector in Dubai, United Arab Emirates (UAE). This reflects the limited role of the sector in the country’s overall sustainable development. There is a noticeable lack of literature on this topic in the context of the Arab region, especially in the UAE and Dubai. Therefore, this study examines the relationship between sustainability-related media coverage, community awareness of sustainability, and CSR adoption by business firms in Dubai. It employs a mixedmethod approach, combining quantitative analysis through a questionnaire with qualitative insights gathered from semi-structured interviews. This study concludes that there is indeed a relationship between the level of CSR practices and strategies implemented by companies and the extent of media coverage on sustainability issues. It also highlights the impact of media coverage regarding sustainability topics on the community's awareness regarding sustainability. Moreover, the study finds that the level of community awareness of sustainability mediates the relationship between media sustainability coverage and firm’s adoption of CSR. This study offers both theoretical and practical contributions. On a theoretical level, its aim is to construct a conceptual framework to guide business firms in implementing CSR. From a practical standpoint, it prompts officials to reassess their approach to sustainability-related media coverage and advocate for community education on sustainability as a behaviour influenced by various stakeholders. These behaviours, in turn, affect a firm's decisions and practices related to CSR. Several areas for future research are worth exploring. For instance, future studies could investigate changes that influence the media coverage of sustainability themes and community awareness as independent variables, rather than mediators. Additionally, further research could delve into other variables within stakeholder theory that impact the adoption of social responsibility by the business sector in Dubai.