01769nam a22001577a 4500999001900000008004100019100002700060245021100087260003600298300003200334520095700366650013801323773003601461942000701497952010701504  c531838d531838251022b           ||||| |||| 00| 0 eng d  aSharma, Rajesh 957531  aThe 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  aManagement and Labour Studies    a50(3), Aug, 2025: p.320-336  aThis 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
  aConsumer brand identification, Corporate social responsibility, Electronic world of mouth, Public sector banks, Social media. 957532  aManagement and Labour Studies    cAR  00102ddc40709407027aIIPAbIIPAd2025-10-22h50(3), Aug, 2025: p.320-336pAR137477r2025-10-22yAR