The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

Journal of Theoretical and Applied Electronic Commerce Research

Shuchi Gupta¹  Nishad Nawaz²  Rana Tahir Naveed³  Saqib Muneer⁴  Adel Abdulmhsen Alfalah⁵  Naveed Ahmad⁶ 

[1] Accounting Department, University of Ha’il, Ha’il 55211, Saudi Arabia;Department of Business Management, College of Business Administration Kingdom University, Riffa, Bahrain;Department of Economics and Business Administration, Art & Social Sciences Division, University of Education, Lahore 54000, Pakistan;Department of Economics and Finance, University of Ha’il, Ha’il 55211, Saudi Arabia;Department of Management and Information System, University of Ha’il, Ha’il 55211, Saudi Arabia;Faculty of Management Studies, University of Central Punjab, Lahore 54000, Pakistan;

关键词: social media;    CSR;    brand admiration;    sustainability;    consumer behavior;    digital transformation;   

DOI  :  10.3390/jtaer16050068

来源: DOAJ

【 摘 要 】

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

【 授权许可】

Unknown