Social media, relationship marketing and corporate ESG performance

Xu Ye, Rong Hou, Shihan Wang and Nor Asiah Binti Omar

Finance Research Letters, 2024, vol. 63, issue C

Abstract: The potential causal relationship between social media, relationship marketing and corporate ESG performance is explored in this study. By collecting data from China's A-share companies, this research employs benchmark regression analysis, tests action mechanisms, and conducts heterogeneity analysis. The findings indicate that leveraging social media and implementing relationship marketing strategies can enhance enterprises' ESG performance. This improvement is achieved by strengthening the external monitoring pathway to elevate the ESG level of enterprises. Moreover, these effects are more pronounced in non-state-owned enterprises.

Keywords: Relationship marketing; Social media; Corporate esg; Marketing (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:finlet:v:63:y:2024:i:c:s1544612324003180

DOI: 10.1016/j.frl.2024.105288

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