01654nam a22001457a 4500 531838 531838 251022b ||||| |||| 00| 0 eng d Sharma, Rajesh 57531 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 Management and Labour Studies 50(3), Aug, 2025: p.320-336 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 Consumer brand identification, Corporate social responsibility, Electronic world of mouth, Public sector banks, Social media. 57532 Management and Labour Studies AR 0 0 ddc 0 0 407027 IIPA IIPA 2025-10-22 50(3), Aug, 2025: p.320-336 AR137477 2025-10-22 AR