Abstract
Modern businesses in the present digital age are facing different challenges for survival and growth due to the stiff competitive environment that prevails almost in every sector. Technology, especially digital technology, has changed the way of doing business around the globe. Marketers need to develop new strategies by incorporating the element of digital technology to overrun their competitors, as conventional competitive strategies will not produce extraordinaryresults. The rise of social media, in this regard, is a game-changer in the context of marketing as it provides a strategic touchpoint to the marketers to involve the customers with a brand. Prior research has largely ignored the relationship between corporate social responsibility (CSR) practices of a brand and positive customer experiences. Hence the present study aims to test the relationship of customer-related CSR activities on social media on behavioral consequences of customers, such as their purchase likelihood and electronic word of mouth (E-WOM). The data were collected from the banking customers of a developing economy and were analyzed through structural equation modeling in AMOS software. The results revealed that customer-related CSR activitieson social mediainfluence customer behavioral outcomes like E-WOM and purchase intentions. The result also revealed that brand attitude mediates the relationship between customer-related CSR, E-WOM, and purchase intentions. The findings of the present study can help policymakers to understand the importance of CSRpractices from the perspective of marketing, which is largely ignored by contemporary CSR researchers.
Highlights
The study will enrich the contemporary corporate social responsibility (CSR) literature in the context of positive customer behavior, as the present study argues that customerrelated CSR initiatives onsocial media promote positive perceptions among customers, which shape their behavior in positive terms by building positive brand attitude, WOM, and purchase intentions
The results revealed that hypotheses 1, 2, and 3 are significant and true as indicated by their respective beta values and p-values (H1; β = 0.211 **, LLCI = 0.177, ULCI = 0.419, p < 0.05-Hypothesis 2 (H2); β =0.231 **, LLCI = 0.287, ULCI = 0.721, p < 0.05-Hypothesis 3 (H3); β = 0.173 **, LLCI = 0.157, ULCI = 0.236, p < 0.05)
The results revealed that brand attitude is a partial mediator between CSR and PI, and between CSR and EWOM
Summary
Social media with its interactive feature and open-source features has become a prominent place for customers to engage with organizational relationship management including corporate social responsibility ( referred to as CSR) [1]. CSR has been recognized as an important part of the branding that benefits organizations through influencing customer attitude towards a specific brand [2]. Carroll [3] defines CSR as “responsibilities and obligations of the businesses to improve the well-being of the community through 4.0/).
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Theoretical and Applied Electronic Commerce Research
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
