Exploring the Impact of Corporate Social Responsibility Communication through Social Media on Banking Customer E-WOM and Loyalty in Times of Crisis

Dianxi Zhang, Asif Mahmood, Antonio Ariza-Montes, Alejandro Vega-Muñoz, Naveed Ahmad, Heesup Han and Muhammad Safdar Sial
Additional contact information
Dianxi Zhang: Economics and Management School, Wuhan University, Wuhan 430072, China
Asif Mahmood: Department of Business Studies, Namal Institute, Mianwali 42250, Pakistan
Antonio Ariza-Montes: Social Matters Research Group, Universidad Loyola Andalucía, C/Escritor Castilla Aguayo, 4 14004 Córdoba, Spain
Alejandro Vega-Muñoz: Public Policy Observatory, Universidad Autónoma de Chile, 425 Pedro de Valdivia Avenue, Providencia, Santiago 7500912, Chile
Naveed Ahmad: Faculty of Management Studies, University of Central Punjab, Lahore 54000, Pakistan
Heesup Han: College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea
Muhammad Safdar Sial: Department of Management Sciences, COMSATS University Islamabad (CUI), Islamabad 44000, Pakistan

IJERPH, 2021, vol. 18, issue 9, 1-14

Abstract: Previous studies have largely explored corporate social responsibility (CSR) for organization-centric outcomes to achieve organizational performance, organizational commitment, or organizational citizenship behavior. However, the importance of CSR to achieve customer-centric outcomes is underexplored to date. Contemporary researchers have recently turned their attention toward CSR from the viewpoint of customer-centric outcomes. Therefore, the present study attempts to test the influence of CSR communication on social media and customer loyalty in the banking sector of a developing economy in times of crisis. This study also investigates the mediating effect of electronic word of mouth (E-WOM) with this relationship. The data of the present study were collected from different banking customers using a self-administered questionnaire. The empirical findings of this study validated that the CSR communication of a bank on social media increases customer loyalty, and E-WOM partially mediates this relationship. This study will be helpful for the banking sector to understand the importance of CSR communication to increase customer loyalty, which is very important for every bank in times of crisis.

Keywords: social media; customer loyalty; positive customer emotions; corporate social responsibility; E-word of mouth; banking customers; times of crisis (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

Downloads: (external link)
https://www.mdpi.com/1660-4601/18/9/4739/pdf (application/pdf)
https://www.mdpi.com/1660-4601/18/9/4739/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jijerp:v:18:y:2021:i:9:p:4739-:d:545970

Access Statistics for this article

IJERPH is currently edited by Ms. Jenna Liu

More articles in IJERPH from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().