Using Social Media as a Medium for CSR Communication, to Induce Consumer–Brand Relationship in the Banking Sector of a Developing Economy

Shuchi Gupta, Nishad Nawaz, Abhishek Tripathi, Saqib Muneer and Naveed Ahmad
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Shuchi Gupta: Accounting Department, University of Ha’il, Ha’il 81451, Saudi Arabia
Nishad Nawaz: Department of Business Management, College of Business Administration Kingdom University, Rifa 40434, Bahrain
Abhishek Tripathi: Department of Management and Information System, University of Ha’il, Ha’il 81451, Saudi Arabia
Saqib Muneer: Department of Economics and Finance, University of Ha’il, Ha’il 81451, Saudi Arabia
Naveed Ahmad: Faculty of Management Studies, University of Central Punjab, Lahore 54000, Pakistan

Sustainability, 2021, vol. 13, issue 7, 1-16

Abstract: Social media has emerged as a flexible and interactive communication medium in the present digital era. Contemporary businesses use social media to achieve different communication objectives. However, using social media as a communication medium for corporate social responsibility (CSR) communication with stakeholders like, consumers is not well-explored in the existing literature. Furthermore, prior studies have also failed to consider the blend of CSR communication and social media to achieve consumer-related outcomes, for example, their loyalty and purchase likelihood. To this end, the objective of this study is to examine the relationship of the CSR communication of a bank through social media with consumer loyalty and purchase intention. The current study also proposes brand admiration as a potential mediator between this relationship. The data were collected from the banking consumers through a self-administered questionnaire in a developing economy. The data were analyzed through the structural equation modeling (SEM) technique using AMOS software. The results of the current survey confirmed that CSR communication of a bank on social media has direct and indirect, via brand admiration, relations with consumer loyalty, and purchase intentions. The outcomes of this survey will be helpful for the policymakers to understand the importance of CSR communication on social media to enhance the loyalty, and purchase intention of banking consumers.

Keywords: social media; CSR; brand admiration; sustainability; brand relationship; consumer journey; consumer experience (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

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