The influence of social media corporate social responsibility communication on consumer brand identification and electronic word of mouth in the banking sector: The moderating role of user generated content
By: Sharma, Rajesh
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Material type: 
BookPublisher: Management and Labour Studies Description: 50(3), Aug, 2025: p.320-336.Subject(s): Consumer brand identification, Corporate social responsibility, Electronic world of mouth, Public sector banks, Social media
In:
Management and Labour StudiesSummary: This study contributes to both marketing and corporate social responsibility (CSR) literature by exploring consumer perceptions of CSR in the banking sector. The findings reveal that CSR efforts on social media help build consumer–brand identification (C-B identification) and promote positive electronic word of mouth (eWOM). Both perceived CSR initiatives and C-B identification have a direct, positive effect on eWOM. Additionally, user-generated content enhances the effect of CSR initiatives on eWOM. For policymakers, these findings highlight the impact of engaging CSR communication on social media. Effective CSR strategies can strengthen brand identity and build positive consumer engagement, supporting loyalty and advocacy. This study expands knowledge on CSR communication within the banking sector and offers practical insights into social media strategies.- Reproduced
https://journals.sagepub.com/doi/full/10.1177/0258042X241307377
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Articles
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Indian Institute of Public Administration | 50(3), Aug, 2025: p.320-336 | Available | AR137477 |
This study contributes to both marketing and corporate social responsibility (CSR) literature by exploring consumer perceptions of CSR in the banking sector. The findings reveal that CSR efforts on social media help build consumer–brand identification (C-B identification) and promote positive electronic word of mouth (eWOM). Both perceived CSR initiatives and C-B identification have a direct, positive effect on eWOM. Additionally, user-generated content enhances the effect of CSR initiatives on eWOM. For policymakers, these findings highlight the impact of engaging CSR communication on social media. Effective CSR strategies can strengthen brand identity and build positive consumer engagement, supporting loyalty and advocacy. This study expands knowledge on CSR communication within the banking sector and offers practical insights into social media strategies.- Reproduced
https://journals.sagepub.com/doi/full/10.1177/0258042X241307377
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