1. The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration
- Author
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Naveed Ahmad, Nishad Nawaz, Rana Tahir Naveed, Saqib Muneer, Shuchi Gupta, and Adel Alfalah
- Subjects
HF5001-6182 ,media_common.quotation_subject ,social media ,consumer behavior ,Structural equation modeling ,0502 economics and business ,Social media ,Business ,CSR ,Consumer behaviour ,media_common ,purchase intention ,brand admiration ,Admiration ,business.industry ,05 social sciences ,Digital transformation ,Advertising ,sustainability ,General Business, Management and Accounting ,Computer Science Applications ,Feeling ,Corporate social responsibility ,digital transformation ,050211 marketing ,The Internet ,business ,Psychology ,050203 business & management - Abstract
With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.
- Published
- 2021