000			01654nam a22001457a 4500
999			_c531838 _d531838
008			251022b ||||| |||| 00| 0 eng d
100			_aSharma, Rajesh _957531
245			_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
260			_aManagement and Labour Studies
300			_a50(3), Aug, 2025: p.320-336
520			_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
650			_aConsumer brand identification, Corporate social responsibility, Electronic world of mouth, Public sector banks, Social media. _957532
773			_aManagement and Labour Studies
942			_cAR