Corporate social responsibility, digital communication and workplace happiness: the impact of employee tenure

Purpose This study examines internal corporate social responsibility as an organisational signal and investigates how its interpretation through formal and informal internal digital communication shapes workplace happiness, while considering the moderating role of employee tenure. Design/methodology/approach A quantitative study involving 682 employees from a Spanish consumer cooperative was conducted to test a theoretical model using PLS-SEM and multigroup analysis. Findings The results show that internal corporate social responsibility strengthens both formal and informal internal digital communication. However, its effect on workplace happiness varies depending on the form of digital communication and employee tenure. While formal internal digital communication is positively associated with workplace happiness, informal digital communication does not exhibit a uniform effect across employee groups. Practical implications The findings highlight internal corporate social responsibility as an organisational signal whose impact on workplace happiness depends on how it is communicated through internal digital channels. Digital communication shapes the perceived credibility of internal corporate social responsibility initiatives, with signalling effects varying according to employee tenure. Accordingly, internal corporate social responsibility communication strategies should be adapted to both the type of digital communication and to employee tenure. Originality/value This study extends signalling theory by conceptualising internal corporate social responsibility as an organisational signal whose interpretation varies according to the digital communication context and employee tenure. By distinguishing between formal and informal internal digital communication, the study advances understanding of how organisational signals shape differentiated employee responses and construct workplace happiness.