Methodology

The first phase begins with a broad survey to deduct the problem and the second phase mainly
focuses on the finding their results. This analysis will provide a detailed understanding of the
aims and objectives of the survey results. Researchers illustrate that the research philosophy
assists a positive link between the assumptions being made and the statements of reasoning.

The research philosophy is designed to break down the inquiry into distinct components. The
study structure, which was based primarily on different viewpoints, research philosophy, and
carefully analysed journals, guided the sample design, data collection, data analysis, research
approach, and outcomes. This study's variables are evaluated via a survey, which adheres to the
positivist research philosophy. The positivist way of retrieving information is a scientific
method. Empirical approaches are utilised in the positivism paradigm.

3.2 Research Design

The research is an empirical, descriptive study that uses a quantitative research method to look at
the impact of employee engagement efforts on retention. The study enables a complete
investigation of a specific issue, as well as the identification and examination of the case's
distinguishing characteristics (Dzwigol, 2018). Empirical research, as per Mohajan (2018), is the
process of gathering information or data through observation. This comprehension necessitates
the expenditure of time and effort in logical reasoning and content organisation. Because the data
is numerical, a quantitative research method is employed. The quantitative technique is used for
descriptive research like this since perception is not required; just the data must be appropriately
analyzed and presented.

3.3 Data Collection

The research depends on primary data and quantitative analytic methods. To obtain primary data,
a survey approach is utilized (Snyder, 2018), which comprises sending a questionnaire to
respondents. To collect data, the respondents were given a 5-point Likert-based questionnaire to
fill out. Since the organisational environment is always changing, primary data guarantees that
researchers have the most up-to-date knowledge on the topic at hand. Researchers in this study
were able to better comprehend the responses of participants to the variables by using a survey
questionnaire. An electronic survey was used to send the questions. An online survey is a much
better option since it enables for large-scale data collection while being far less time consuming.

3.4 Population and Sampling

The sample was chosen at random from a population home nation. The survey questionnaire was
handed to a total of 340 respondents. A basic random sampling procedure is used to remove bias.
A population is assumed to have N individuals in general. Simple random sampling takes one
sample from each operation, with the probability of each individual being excluded being the
same for each extraction. Because it reduces bias, is easy to use, and is cost effective, simple
random sampling is chosen as a probability sampling approach. Because the sample size is
larger, the sampling approach saves time and makes the study easier to manage and carry out.

3.5 Data Analysis

The data analysis turns raw data into meaningful knowledge, allowing scientists to connect new
discoveries to the review subject (Pandey, and Pandey, 2021). Furthermore, effective data
analysis aids in the comprehension of the research perspective, which is crucial in determining
the examination subject's possible consequences. The study used the statistical analysis software
SPSS version 21 to undertake regression and correlation analysis on the research's components in
order to explore the quantitative data.
Results to the hypotheses
For testing the hypotheses, a statistical analysis using SPSS was done by carrying out regression
and correlation analysis.

H1 – There is a positive effect of media sustainability coverage on community sustainability

awareness

Model Summary

Model R R Square Adjusted RStd. Error of

Square the Estimate

1 .511a .261 .259 .51468

a. Predictors: (Constant), MediaSustainabilityCoverage

The results obtained in the table above indicates that value of R-square is 26.1% which is
moderately fitting the model.

ANOVAa

Model Sum ofdf Mean Square F Sig.

Squares

Regression 31.733 1 31.733 119.795 .000b

1 Residual 89.800 339 .265

Total 121.534 340

a. Dependent Variable: CommunitySustainabilityAwareness

b. Predictors: (Constant), MediaSustainabilityCoverage

In the table above, the results obtained indicate that value of F is more than 1 and significance is
0.05 on the basis of this hypothesis is accepted.

Coefficientsa

Model Unstandardized Standardized t Sig.

Coefficients Coefficients

B Std. Error Beta

(Constant) 2.187 .148 14.776 .000

1 MediaSustainabilityCove .435 .040 .511 10.945 .000

rage

a. Dependent Variable: CommunitySustainabilityAwareness

The value in the table above indicates the positive values of Beta and t, hence it can be
summarized that media sustainability coverage positively influences community sustainability
awareness.

Correlations

MediaSustaina CommunitySu
bilityCoverage stainabilityAw
areness

Pearson Correlation 1 .511**

MediaSustainabilityCove
Sig. (2-tailed) .000
rage
N 341 341

CommunitySustainabilit Pearson Correlation .511** 1

 Sig. (2-tailed) .000
yAwareness
N 341 341

**. Correlation is significant at the 0.01 level (2-tailed).

Correlation table indicates a positive correlation between the variables because value of
correlation obtained is 51.1%.

H2 – there is a positive effect of community sustainability awareness on Dubai business firms

CSR adoption

Model Summary

Model R R Square Adjusted RStd. Error of

Square the Estimate

1 .545a .297 .295 .50661

a. Predictors: (Constant),
CommunitySustainabilityAwareness

The results obtained in the table above indicates that value of R-square is 29.7% which is
moderately fitting the model.

ANOVAa

Model Sum ofdf Mean Square F Sig.

Squares

1 Regression 36.750 1 36.750 143.191 .000b

 Residual 87.005 339 .257

Total 123.756 340

a. Dependent Variable: BusinessFirmsCSRAdoption

b. Predictors: (Constant), CommunitySustainabilityAwareness

In the table above, the results obtained indicate that value of F is more than 1 and significance is
0.05 on the basis of this hypothesis is accepted.

Coefficientsa

Model Unstandardized Standardized t Sig.

Coefficients Coefficients

B Std. Error Beta

(Constant) 1.610 .176 9.156 .000

1 CommunitySustainabilit .550 .046 .545 11.966 .000

yAwareness

a. Dependent Variable: BusinessFirmsCSRAdoption

The value in the table above indicates the positive values of Bera and t, hence it can be
summarized that community sustainability awareness positively influences business firms CSR
adoption.

Correlations
 CommunitySu BusinessFirms
stainabilityAw CSRAdoption
areness

Pearson Correlation 1 .545**

CommunitySustainabilit
Sig. (2-tailed) .000
yAwareness
N 341 341

Pearson Correlation .545** 1

BusinessFirmsCSRAdop
Sig. (2-tailed) .000
tion
N 341 341

**. Correlation is significant at the 0.01 level (2-tailed).

Value of correlation indicates that there is a positive correlation between community

sustainability and business firms adoption because value of correlation is 54.5%.

H3 – Community sustainable coverage has an indirect effect on Dubai business firms CSR
adoption through community sustainability awareness.

Model Summary

Model R R Square Adjusted RStd. Error of

Square the Estimate

1 .566a .320 .316 .49892

a. Predictors: (Constant), MediaSustainabilityCoverage,

CommunitySustainabilityAwareness
The results obtained in the table above indicates that value of R-square is 32% which is
moderately fitting the model.

ANOVAa

Model Sum ofdf Mean Square F Sig.

Squares

Regression 39.621 2 19.811 79.587 .000b

1 Residual 84.134 338 .249

Total 123.756 340

a. Dependent Variable: BusinessFirmsCSRAdoption

b. Predictors: (Constant), MediaSustainabilityCoverage,

CommunitySustainabilityAwareness

In the table above, the results obtained indicate that value of F is more than 1 and significance is
0.05 on the basis of this hypothesis is accepted.

Coefficientsa

Model Unstandardized Standardized t Sig.

Coefficients Coefficients

B Std. Error Beta

1 (Constant) 1.398 .184 7.598 .000

CommunitySustainabilit .459 .053 .454 8.709 .000

yAwareness
 MediaSustainabilityCove .152 .045 .177 3.396 .001
rage

a. Dependent Variable: BusinessFirmsCSRAdoption

The value in the table above indicates the positive values of Bera and t, hence it can be
summarized that community sustainability awareness mediates the relationship between media
sustainability coverage and business firms CSR adoption.

Summary of hypotheses results

S.No Hypotheses Results
1 H1 – There is a positive effect of media sustainability coverage on Accepted
community sustainability awareness
2 H2 – there is a positive effect of community sustainability awareness Accepted
on Dubai business firms CSR adoption
3 H3 – Community sustainable coverage has an indirect effect on Dubai Accepted
business firms CSR adoption through community sustainability
awareness.
References
Dźwigoł, H., 2018. Scientific research methodology in management sciences. Фінансово-
кредитна діяльність: проблеми теорії та практики, (2), pp.424-437.

Mohajan, H.K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People, 7(1), pp.23-48.

Pandey, P. and Pandey, M.M., 2021. Research methodology tools and techniques. Bridge Center.

Snyder, H., 2019. Literature review as a research methodology: An overview and

guidelines. Journal of business research, 104, pp.333-339.