The Relationship of Corporate Social Responsibility on Digital Platforms, Electronic Word-of-Mouth, and Consumer-Company Identification: An Application of Social Identity Theory

Rui Ma, Jacob Cherian, Wen-Hsien Tsai, Muhammad Safdar Sial, Li Hou and Susana Álvarez-Otero
Additional contact information
Rui Ma: Economics and Management School, Wuhan University, Wuhan 430072, China
Jacob Cherian: College of Business, Abu Dhabi University, Abu Dhabi P.O. Box 59911, United Arab Emirates
Wen-Hsien Tsai: Department of Business Administration, National Central University, 300, Jhongda Rd., Jhongli District, Taoyuan 32001, Taiwan
Muhammad Safdar Sial: Department of Management Sciences, COMSATS University Islamabad (CUI), Islamabad 44000, Pakistan
Li Hou: School of Entrepreneurship, Wuhan University of Technology, Wuhan 430072, China
Susana Álvarez-Otero: Department of Business Administration, Faculty of Economics and Business, University of Oviedo, 33003 Oviedo, Spain

Sustainability, 2021, vol. 13, issue 9, 1-17

Abstract: The concept of corporate social responsibility (CSR) is an ever-evolving concept in the field of business management. Even in 2021, its boundaries are evolving and researchers are linking the concept of CSR to different variables to achieve different outcomes. However, the concept of CSR in the healthcare sector is not well-explored in prior literature. The current study is an application of social identity theory to induce electronic word-of-mouth (eWOM) from consumers for a specific brand, through its CSR engagement on social media (CSRS) and consumer-company identification (CCI) in the healthcare sector of an emerging economy. The data of the current survey were collected from different patients of four large hospitals in a large city through a self-administered questionnaire (paper-pencil technique). To validate different hypotheses of the current study, the authors employed the structural-equation-modeling (SEM) technique using AMOS software. The output of SEM analysis confirmed that CSRS positively influences eWOM, and CCI mediates this relationship. The findings of the current study will be helpful for policymakers in the healthcare industry to improve their understanding of CSRS and CCI, inducing eWOM through the lens of social identity theory.

Keywords: digital platforms; CSR; eWOM; consumer-company identification; healthcare sector (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 (7)

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