How Perceptions of Dialogic Communication and Authenticity of CSR Communication Lead to Trust and Brand Loyalty Through Online Brand Community Engagement Intention

Abstract

ABSTRACT This study investigates the relationship between the perceived quality of dialogic CSR communication and perceived trust and brand loyalty. It explores the potential mediation of online brand community engagement (OBCE) intention and the perceived authenticity of CSR communication in this relationship. A survey was conducted using a representative sample of US adult consumers (N = 1,022). All hypotheses were supported by demonstrating (1) the direct linkage between perceived quality of dialogic communication and perceived authenticity, as well as OBCE intention; (2) the direct connection of OBCE intention to trust and brand loyalty; (3) the indirect linkage between perceived quality of dialogic communication and brand loyalty, which were mediated through OBCE intention and trust. The results affirmed that trust operates as a mediator in the relationship between perceived dialogic communication and brand loyalty. Furthermore, the findings suggest that OBCE intention acts as a catalyst that enhances trust in the company and brand loyalty by heightening the perceived authenticity of dialogic communication.