IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v18y2021i9p4739-d545970.html
   My bibliography  Save this article

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Dianxi Zhang & Asif Mahmood & Antonio Ariza-Montes & Alejandro Vega-Muñoz & Naveed Ahmad & Heesup Han & Muhammad Safdar Sial, 2021. "Exploring the Impact of Corporate Social Responsibility Communication through Social Media on Banking Customer E-WOM and Loyalty in Times of Crisis," IJERPH, MDPI, vol. 18(9), pages 1-14, April.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:9:p:4739-:d:545970
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/18/9/4739/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/18/9/4739/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Gerda Barauskaite & Dalia Streimikiene, 2021. "Corporate social responsibility and financial performance of companies: The puzzle of concepts, definitions and assessment methods," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(1), pages 278-287, January.
    2. Shahbaznezhad, Hamidreza & Dolan, Rebecca & Rashidirad, Mona, 2021. "The Role of Social Media Content Format and Platform in Users' Engagement Behavior," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 47-65.
    3. Bastian Popp & Herbert Woratschek, 2017. "Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 250-270, May.
    4. Nadeem, Waqar & Juntunen, Mari & Shirazi, Farid & Hajli, Nick, 2020. "Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality," Technological Forecasting and Social Change, Elsevier, vol. 151(C).
    5. Li, Chia-Ying, 2019. "How social commerce constructs influence customers' social shopping intention? An empirical study of a social commerce website," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 282-294.
    6. Fatma, Mobin & Rahman, Zillur, 2016. "The CSR's influence on customer responses in Indian banking sector," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 49-57.
    7. Won‐Moo Hur & Hanna Kim & Hyun Kyung Kim, 2018. "Does customer engagement in corporate social responsibility initiatives lead to customer citizenship behaviour? The mediating roles of customer‐company identification and affective commitment," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1258-1269, November.
    8. Mobin Fatma & Zillur Rahman, 2016. "Consumer responses to CSR in Indian banking sector," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(3), pages 203-222, October.
    9. Russell Lacey & Pamela Kennett-Hensel, 2010. "Longitudinal Effects of Corporate Social Responsibility on Customer Relationships," Journal of Business Ethics, Springer, vol. 97(4), pages 581-597, December.
    10. Imran Khan & Mobin Fatma, 2019. "Connecting the dots between CSR and brand loyalty: the mediating role of brand experience and brand trust," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 17(4), pages 439-455.
    11. Huidong Sun & Mustafa Raza Rabbani & Naveed Ahmad & Muhammad Safdar Sial & Guping Cheng & Malik Zia-Ud-Din & Qinghua Fu, 2020. "CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy," Sustainability, MDPI, vol. 12(24), pages 1-22, December.
    12. Ali Raza & Amer Saeed & Muhammad Khalid Iqbal & Umair Saeed & Imran Sadiq & Naveed Ahmad Faraz, 2020. "Linking Corporate Social Responsibility to Customer Loyalty through Co-Creation and Customer Company Identification: Exploring Sequential Mediation Mechanism," Sustainability, MDPI, vol. 12(6), pages 1-19, March.
    13. Chu, Shu-Chuan & Chen, Hsuan-Ting & Gan, Chen, 2020. "Consumers’ engagement with corporate social responsibility (CSR) communication in social media: Evidence from China and the United States," Journal of Business Research, Elsevier, vol. 110(C), pages 260-271.
    14. Heesup Han & Amr Al-Ansi & Xiaoting Chi & Hyungshin Baek & Kyung-Sik Lee, 2020. "Impact of Environmental CSR, Service Quality, Emotional Attachment, and Price Perception on Word-of-Mouth for Full-Service Airlines," Sustainability, MDPI, vol. 12(10), pages 1-17, May.
    15. Hajli, Nick, 2015. "Social commerce constructs and consumer's intention to buy," International Journal of Information Management, Elsevier, vol. 35(2), pages 183-191.
    16. Moisescu Ovidiu-Ioan, 2017. "From CSR to Customer Loyalty: An Empirical Investigation in the Retail Banking Industry of a Developing Country," Scientific Annals of Economics and Business, Sciendo, vol. 64(3), pages 307-323, October.
    17. Linghui Kong & Muhammad Safdar Sial & Naveed Ahmad & Mariana Sehleanu & Zhihui Li & Malik Zia-Ud-Din & Daniel Badulescu, 2021. "CSR as a Potential Motivator to Shape Employees’ View towards Nature for a Sustainable Workplace Environment," Sustainability, MDPI, vol. 13(3), pages 1-13, February.
    18. Muhammed Ngoma & Peter Dithan Ntale, 2019. "Word of mouth communication: A mediator of relationship marketing and customer loyalty," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1580123-158, January.
    19. Moazzam Abbas & Yongqiang Gao & Sayyed Sadaqat Hussain Shah, 2018. "CSR and Customer Outcomes: The Mediating Role of Customer Engagement," Sustainability, MDPI, vol. 10(11), pages 1-15, November.
    20. Elvira Ismagilova & Emma L. Slade & Nripendra P. Rana & Yogesh K. Dwivedi, 2020. "The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis," Information Systems Frontiers, Springer, vol. 22(5), pages 1203-1226, October.
    21. repec:ucp:bkecon:9780226316529 is not listed on IDEAS
    22. Henri Kuokkanen & William Sun, 2020. "Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice," Journal of Business Ethics, Springer, vol. 166(2), pages 403-423, October.
    23. Jiyun Kang & Gwendolyn Hustvedt, 2014. "Building Trust Between Consumers and Corporations: The Role of Consumer Perceptions of Transparency and Social Responsibility," Journal of Business Ethics, Springer, vol. 125(2), pages 253-265, December.
    24. Izaskun Agirre Aramburu & Irune Gómez Pescador, 2019. "The Effects of Corporate Social Responsibility on Customer Loyalty: The Mediating Effect of Reputation in Cooperative Banks Versus Commercial Banks in the Basque Country," Journal of Business Ethics, Springer, vol. 154(3), pages 701-719, February.
    25. Naveed Ahmad & Rana Tahir Naveed & Miklas Scholz & Muhammad Irfan & Muhammad Usman & Ilyas Ahmad, 2021. "CSR Communication through Social Media: A Litmus Test for Banking Consumers’ Loyalty," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Qiangzhen Jian & Xiuting Wang & Hisham Mohammad Al-Smadi & Aamer Waheed & Alina Badulescu & Sarminah Samad, 2022. "Proposing a Robust Model to Reduce Employees’ Turnover Intentions in an Ethical Leadership Framework: Empirical Evidence from the Healthcare Sector," IJERPH, MDPI, vol. 19(15), pages 1-20, July.
    2. Junjie Peng & Sarminah Samad & Ubaldo Comite & Naveed Ahmad & Heesup Han & Antonio Ariza-Montes & Alejandro Vega-Muñoz, 2022. "Environmentally Specific Servant Leadership and Employees’ Energy-Specific Pro-Environmental Behavior: Evidence from Healthcare Sector of a Developing Economy," IJERPH, MDPI, vol. 19(13), pages 1-16, June.
    3. Luigi Leclercq-Machado & Aldo Alvarez-Risco & Sharon Esquerre-Botton & Camila Almanza-Cruz & Maria de las Mercedes Anderson-Seminario & Shyla Del-Aguila-Arcentales & Jaime A. Yáñez, 2022. "Effect of Corporate Social Responsibility on Consumer Satisfaction and Consumer Loyalty of Private Banking Companies in Peru," Sustainability, MDPI, vol. 14(15), pages 1-17, July.
    4. Akbari, Morteza & Foroudi, Pantea & Zaman Fashami, Rahime & Mahavarpour, Nasrin & Khodayari, Maryam, 2022. "Let us talk about something: The evolution of e-WOM from the past to the future," Journal of Business Research, Elsevier, vol. 149(C), pages 663-689.
    5. Jinyong Chen & Wafa Ghardallou & Ubaldo Comite & Naveed Ahmad & Hyungseo Bobby Ryu & Antonio Ariza-Montes & Heesup Han, 2022. "Managing Hospital Employees’ Burnout through Transformational Leadership: The Role of Resilience, Role Clarity, and Intrinsic Motivation," IJERPH, MDPI, vol. 19(17), pages 1-23, September.
    6. Shilong Wei & Muhammad Safdar Sial & Wenxia Zhou & Alina Badulescu & Daniel Badulescu, 2021. "Improving the Environmental Footprint through Employees: A Case of Female Leaders from the Perspective of CSR," IJERPH, MDPI, vol. 18(24), pages 1-23, December.
    7. Huan Zhang & Khaoula Omhand & Huaizheng Li & Aqeel Ahmad & Sarminah Samad & Darie Gavrilut & Daniel Badulescu, 2022. "Corporate Social Responsibility and Energy-Related Pro-Environmental Behaviour of Employees in Hospitality Industry," IJERPH, MDPI, vol. 19(23), pages 1-19, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gao Wei & Wang Lin & Wu Yanxiong & Yan Jingdong & Sadik Yusuf Musse, 2021. "The Relationship of Sustainability Communication on Social Media with Banking Consumers’ Loyalty through e-WOM," Sustainability, MDPI, vol. 13(7), pages 1-13, March.
    2. Shuchi Gupta & Nishad Nawaz & Abhishek Tripathi & Saqib Muneer & Naveed Ahmad, 2021. "Using Social Media as a Medium for CSR Communication, to Induce Consumer–Brand Relationship in the Banking Sector of a Developing Economy," Sustainability, MDPI, vol. 13(7), pages 1-16, March.
    3. Rui Ma & Jacob Cherian & Wen-Hsien Tsai & Muhammad Safdar Sial & Li Hou & Susana Álvarez-Otero, 2021. "The Relationship of Corporate Social Responsibility on Digital Platforms, Electronic Word-of-Mouth, and Consumer-Company Identification: An Application of Social Identity Theory," Sustainability, MDPI, vol. 13(9), pages 1-17, April.
    4. Naveed Ahmad & Rana Tahir Naveed & Miklas Scholz & Muhammad Irfan & Muhammad Usman & Ilyas Ahmad, 2021. "CSR Communication through Social Media: A Litmus Test for Banking Consumers’ Loyalty," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    5. Naveed Ahmad & Asif Mahmood & Antonio Ariza-Montes & Heesup Han & Felipe Hernández-Perlines & Luis Araya-Castillo & Miklas Scholz, 2021. "Sustainable Businesses Speak to the Heart of Consumers: Looking at Sustainability with a Marketing Lens to Reap Banking Consumers’ Loyalty," Sustainability, MDPI, vol. 13(7), pages 1-16, March.
    6. Naveed Ahmad & Miklas Scholz & Zia Ullah & Muhammad Zulqarnain Arshad & Raja Irfan Sabir & Waris Ali Khan, 2021. "The Nexus of CSR and Co-Creation: A Roadmap towards Consumer Loyalty," Sustainability, MDPI, vol. 13(2), pages 1-15, January.
    7. Xin Guan & Naveed Ahmad & Muhammad Safdar Sial & Jacob Cherian & Heesup Han, 2023. "CSR and organizational performance: The role of pro‐environmental behavior and personal values," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(2), pages 677-694, March.
    8. Huidong Sun & Mustafa Raza Rabbani & Naveed Ahmad & Muhammad Safdar Sial & Guping Cheng & Malik Zia-Ud-Din & Qinghua Fu, 2020. "CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy," Sustainability, MDPI, vol. 12(24), pages 1-22, December.
    9. Nabeel Younus Ansari & Temoor Anjum & Muhammad Farrukh & Petra Heidler, 2021. "Do Good, Have Good: A Mechanism of Fostering Customer Pro-Environmental Behaviors," Sustainability, MDPI, vol. 13(7), pages 1-14, March.
    10. Naveed Ahmad & Asif Mahmood & Heesup Han & Antonio Ariza-Montes & Alejandro Vega-Muñoz & Mohi ud Din & Ghazanfar Iqbal Khan & Zia Ullah, 2021. "Sustainability as a “New Normal” for Modern Businesses: Are SMEs of Pakistan Ready to Adopt It?," Sustainability, MDPI, vol. 13(4), pages 1-17, February.
    11. Shafig Al-Haddad & Abdel-Aziz Ahmad Sharabati & Mohammad Al-Khasawneh & Rand Maraqa & Raya Hashem, 2022. "The Influence of Corporate Social Responsibility on Consumer Purchase Intention: The Mediating Role of Consumer Engagement via Social Media," Sustainability, MDPI, vol. 14(11), pages 1-17, June.
    12. Muhammad Usman Shah & Muhammad Farooq Jan, 2021. "Connecting Corporate Social Responsibility (CSR) to Customer Loyalty: A Mediation Analysis in Hoteling Industry of Pakistan," SAGE Open, , vol. 11(4), pages 21582440211, December.
    13. Luigi Leclercq-Machado & Aldo Alvarez-Risco & Sharon Esquerre-Botton & Camila Almanza-Cruz & Maria de las Mercedes Anderson-Seminario & Shyla Del-Aguila-Arcentales & Jaime A. Yáñez, 2022. "Effect of Corporate Social Responsibility on Consumer Satisfaction and Consumer Loyalty of Private Banking Companies in Peru," Sustainability, MDPI, vol. 14(15), pages 1-17, July.
    14. T. Praveen Kumar & Santosh Basavaraj & K. Soundarapandiyan, 2024. "Can co‐creating in CSR initiatives influence loyal customers? Evidence from the banking industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 180-195, January.
    15. Zimmer, Lukas & Swoboda, Bernhard, 2023. "Perceived corporate social responsibility effects across nations – The role of national institutions," International Business Review, Elsevier, vol. 32(3).
    16. Qiang Wu & Jacob Cherian & Sarminah Samad & Ubaldo Comite & Huajie Hu & Stefan B. Gunnlaugsson & Judit Oláh & Muhammad Safdar Sial, 2021. "The Role of CSR and Ethical Leadership to Shape Employees’ Pro-Environmental Behavior in the Era of Industry 4.0. A Case of the Banking Sector," Sustainability, MDPI, vol. 13(17), pages 1-20, August.
    17. Asif Mahmood & Rana Tahir Naveed & Naveed Ahmad & Miklas Scholz & Muhammad Khalique & Mohammad Adnan, 2021. "Unleashing the Barriers to CSR Implementation in the SME Sector of a Developing Economy: A Thematic Analysis Approach," Sustainability, MDPI, vol. 13(22), pages 1-20, November.
    18. Wang Hongxin & Mohammed Arshad Khan & Jian Zhenqiang & Laura-Mariana Cismaș & Mohammad Athar Ali & Usama Saleem & Lucia Negruț, 2022. "Unleashing the Role of CSR and Employees’ Pro-Environmental Behavior for Organizational Success: The Role of Connectedness to Nature," Sustainability, MDPI, vol. 14(6), pages 1-22, March.
    19. Mustafa Ozkan & Kemal Cek & Serife Z. Eyupoglu, 2022. "Sustainable Development and Customer Satisfaction and Loyalty in North Cyprus: The Mediating Effect of Customer Identification," Sustainability, MDPI, vol. 14(9), pages 1-13, April.
    20. Jian Wang & Fakhar Shahzad & Zeeshan Ahmad & Muhammad Abdullah & Nadir Munir Hassan, 2022. "Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach," SAGE Open, , vol. 12(2), pages 21582440221, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:18:y:2021:i:9:p:4739-:d:545970. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.