School of Management, Guangdong University of Science & Technology, Dongguan, Guangdong, China.
Schools of Economics, Bahauddin Zakariya University, Multan, Pakistan.
Environ Sci Pollut Res Int. 2022 Sep;29(44):66204-66221. doi: 10.1007/s11356-022-20476-8. Epub 2022 May 2.
Corporate social responsibility (CSR) information can now be disseminated via social networking sites. An organization's image and upcoming portfolios are directly affected by electronic word of mouth (eWOM). It generates from its customers, employees, and other stakeholders. We developed a critical model to enlighten the behavior to share and comment on a negative news story about CSR displayed on Wechat and QQ to figure out what was causing this behavior. Structural equation modeling (SEM) and the partial least squares regression (PLS) approach were used to conduct a self-administered survey of hotel customers in China. Social and environmental awareness, information usefulness, corporate image, and a company's motivation to comment and share on CSR news were all considered explanatory variables in our study. We asked 300 Wechat and QQ users to rate a fake environmental news story. We found that social and environmental awareness affects the effectiveness of information and the attitude toward behavior, which may describe the eWOM intent of the particular news. On the other hand, corporate reputation could discourage people from disseminating eWOM and sharing the news with their social linkage contacts. The findings of the study suggest having a better understanding of how specific CSR activities can increase customers' commitment, which leads to positive eWOM, will benefit the hotel industry.
企业社会责任（CSR）信息现在可以通过社交网站传播。组织的形象和即将推出的投资组合直接受到电子口碑（eWOM）的影响。它来自其客户、员工和其他利益相关者。我们开发了一个关键模型来阐明分享和评论微信和 QQ 上显示的关于 CSR 的负面新闻故事的行为，以找出导致这种行为的原因。结构方程模型（SEM）和偏最小二乘回归（PLS）方法被用来对中国的酒店客户进行自填式调查。社会和环境意识、信息有用性、企业形象以及公司对 CSR 新闻发表评论和分享的动机都被视为我们研究的解释变量。我们要求 300 名微信和 QQ 用户对一则假的环境新闻故事进行评分。我们发现，社会和环境意识会影响信息的有效性和对行为的态度，这可能描述了特定新闻的口碑意图。另一方面，企业声誉可能会阻止人们传播口碑并将新闻与他们的社交联系分享。研究结果表明，更好地了解特定的 CSR 活动如何增强客户的承诺，从而带来积极的口碑，将使酒店业受益。
