Impact of Corporate Social Responsibility Practices on Impulse Buying Intention: Exploring the Moderating Influence of Social Media Advertising

Lingbo Lyu, Li Zhai, Mohamed Boukhris () and Ahsan Akbar ()
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Lingbo Lyu: San Sebastian College—Recoletos, Manila 1001, Metro Manila, Philippines
Li Zhai: San Sebastian College—Recoletos, Manila 1001, Metro Manila, Philippines
Mohamed Boukhris: Department of Finance, Prince Mohammad Bin Fahd University, Khobar 34754, Saudi Arabia
Ahsan Akbar: International Business School, Guangzhou City University of Technology, Guangzhou 510800, China

Sustainability, 2023, vol. 15, issue 23, 1-20

Abstract: The present study examines the effects of sustainable corporate social responsibility (CSR) practices on impulse buying intention through the moderating role of social media advertising. We employ non-probability sampling techniques, specifically purposive and convenience sampling, to gather data from 686 university students and consumers in China. The Partial Least Squares Structural Equation Modeling (PLS-SEM) technique was employed for an empirical analysis using SmartPLS software version 4. The study findings revealed a significant positive association between sustainable CSR practices (including environmental, economic, and social well-being aspects) and impulse buying intention. The additional results show that social media advertising significantly positively moderates the association between economic aspects, environmental well-being, and impulsive buying intention. However, the moderating influence of social media advertising was insignificant in the relationship between social well-being and impulsive buying intention. This research delves into the importance of companies establishing a workable system of CSR practices and the role of effective initiatives in implementing these policies. The study demonstrates that CSR practices have a broader impact on marketing strategies than previously assumed and have become essential for a company’s ability to maintain strong relationships with stakeholders, including consumers. These CSR practices significantly influence consumer purchasing behavior, which is critical for a company’s sustainable growth and expansion. Further, this study recommends the use of social media to enhance the positive image of an enterprise through marketing and sustainable corporate development through CSR practices.

Keywords: sustainable corporate social responsibility practices; economic well-being; environment well-being; social well-being; impulse buying intention; social media advertising (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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