The effect of marketing capability on the relationship between corporate social responsibility and cash flow volatility

The firm's goal is to maximize shareholder wealth, but achieving it in the long run without the consent of the public is seriously questioned. Thus, balancing social goals with financial worries has become an important issue in corporate governance. In other words, social responsibility may lead to customer satisfaction, branding and ultimately increase profits for the company. But a continuous increase in costs in this area to a certain level will lead to a net increase in benefits, and from a certain level, the growth of costs will be much greater than the benefits. In this study, 152 companies active in the stock exchange in the period 2007-2021 were used to investigate the nonlinear relationship between social responsibility and cash flow fluctuations as a company performance index. The results show that social responsibility and cash flow fluctuations have a nonlinear relationship and the marketing variable has led to a weakening of this relationship.