Investigating the role of media exposure and corporate social responsibility on customer perception with the moderating role of reputation risk (Case study: Customers of Urum Ada's products)

Customers are the focus of businesses in today's competitive environment. Meanwhile, Customer perception is a very important aspect required for the success of any business whether it is a service sector organization, a trading concern, or a manufacturing business. Companies with active media presence and social responsibility have a positive reputation and consequently attract customers. According to this, the purpose of this study was investigating the role of media exposure and social responsibility of company (CSR) on customer perception by considering the moderating role of reputation risk among custumers of Urum Ada’s products in Urmia, Iran. The statistical population of research is consisted of 384 custmers of Urum Ada’s products in Urmia that were chosen using Cochran’s formula and simple random sampling method to answer the questionnaire. The questionnaire was standard and its face and content validity was approved by university professors, also convergent and divergent validity and confirmatory factor analysis were done. The reliability of the questionnaire was determined using Cronbach's alpha coefficient, which was found to be 0.932 for the entire questionnaire. For data analysis, 25 SPSS and Smart PLS2 software were used. The study's findings clearly show that media and social responsibility of company have a positive and significant impact on consumer perception, as well as the moderating influence of reputation risk on the relationship between media exposure and social responsibility of company on customer perception.