La Responsabilité Sociétale de L'entreprise et Les Réactions des Parties Prenantes : le Cas de L'opérateur Téléphonique Mtn et des Utilisateurs de Téléphonie Mobile au Bénin

The purpose of this research is to understand the mechanisms by which the actions of corporate social responsibility can affect organizational commitment and organizational identification consumers. From an experiment performed with video support of social responsibility of the telephone operator MTN Benin, data were collected from a sample of judgment seven hundred and ten mobile phone users. The analysis shows that the consumer perception of the actions of social responsibility of the company affects their commitment and organizational identification. Socially responsible consumption appears as a moderating variable to put direct links days. However, the communication by the company on its "good deeds" does not seem to affect these relationships