Abstract
ABSTRACT This study examines the impact of digital media on the relationship between corporate social responsibility (CSR) and electronic word of mouth (e-WOM) in China’s hospitality industry. Utilizing a comprehensive survey and structural equation modeling (SEM) analysis, we unveil a model where CSR, as a key influencer, drives e-WOM through consumer motivation and admiration, with green altruism serving as a significant moderator. Our findings underscore the pivotal role of genuine CSR communication in enhancing consumer engagement and e-WOM, indicating that strategic digital CSR efforts can foster customer loyalty and advocacy. While our research primarily addresses China’s hospitality sector, the implications extend globally, offering valuable insights for businesses aiming to understand and leverage consumer behavior in the digital era. This pioneering work in CSR and e-WOM serves as a guide for contemporary firms navigating the complexities of digital consumer dynamics.
Published Version
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