Despite their potential to enhance CSR communication effectiveness, research on customer responses to humane-oriented CSR appeals on social media remains limited. In particular, little attention has been paid to the role of otherpraising emotions-gratitude, elevation, admiration, and awe-in shaping the impact of online humane CSR initiatives. Thus, this paper aims to investigate how humane orientation in CSR posts predicts other-praising emotions and how these emotions mediate the relationship between CSR and customer behavioral intentions, including purchasing and social media engagement. Moreover, the moderating roles of social justice values and self-construal are examined. Data were collected via survey from Jordanian Facebook users and analyzed using moderation and mediation techniques. Results revealed that humane orientation positively affected other-praising emotions, which mediated the relationship between humane CSR and consumer behavior. Social justice values moderated emotional responses to CSR, while self-construal had no significant moderation effect on the emotion–behavior links. Addressing gaps in CSR communication literature, these findings emphasize the importance of humane CSR and moral emotions in driving successful CSR discourse on social media. They also provide practical insights to help firms select and communicate CSR practices that effectively achieve their business goals.

Research addressing the microfoundations of corporate social performance (CSP) in small and medium-sized enterprises (SMEs) remains sparse. This paper aims to investigate how SME managers' ethical ideology affects CSP and examines the mediating role of their CSR orientation (CSRO): economic, legal, ethical, and philanthropic. Data were collected from 239 SME managers in the United Kingdom via survey and analyzed using regression and structural equation modeling. Findings show that idealism positively affects CSP, with philanthropic CSRO partially mediating this relationship. It also positively impacts all CSRO types. Relativism does not influence CSP but positively relates to economic CSRO. This paper is the first to integrate idealism, relativism, multiple CSRO types, and CSP into a unified model, providing insights into their interactions. It expands knowledge of CSP's personal drivers and offers guidance for educators, policymakers, and managers seeking to foster CSP.