Li Zhijuan, Sial Muhammad Safdar, Wu Hualiang, Căpușneanu Sorinel, Barbu Cristian-Marian
Department of Economics and Management, Wuhan University, Wuhan 430072, China.
The Center for Economic Development Research (CEDR), Wuhan University, Wuhan 430072, China.
Behav Sci (Basel). 2023 Feb 2;13(2):126. doi: 10.3390/bs13020126.
Studies have shown that an organization's corporate social responsibility (CSR) activities affect customer behaviors such as loyalty and satisfaction. In spite of this, the role of social media in informing customers about a brand's CSR activities and in fostering customer advocacy behavior (CADB) has been underexplored. To fill this knowledge gap, this study investigates the relationship between the CSR-related communication of a banking organization and CADB. This study also examines how emotions such as customer-company identification (CCI) and gratitude as a mediator and a moderator. Using a self-administered questionnaire ( = 302), we collected data from banking customers. Hypotheses were evaluated by using structural equation modeling, which revealed that CSR positively predicts CADB, whereas there are mediating and moderating functions of CCI and GA. Theoretically, this study highlights the role of human emotions in behavior formation from the standpoint of social media. Practically, this study provides important insights for the banking sector's administrators to realize the important role of CSR communication, using different social networking websites, for converting customers into brand advocates.
研究表明，一个组织的企业社会责任（CSR）活动会影响客户行为，如忠诚度和满意度。尽管如此，社交媒体在向客户宣传品牌的企业社会责任活动以及促进客户倡导行为（CADB）方面的作用尚未得到充分探索。为了填补这一知识空白，本研究调查了银行组织的企业社会责任相关沟通与客户倡导行为之间的关系。本研究还考察了诸如客户-公司认同（CCI）和感恩等情感作为中介和调节变量的作用。我们使用自填式问卷（n = 302）从银行客户那里收集数据。通过结构方程模型对假设进行评估，结果显示企业社会责任对客户倡导行为有正向预测作用，而客户-公司认同和感恩具有中介和调节功能。从理论上讲，本研究从社交媒体的角度突出了人类情感在行为形成中的作用。从实践上讲，本研究为银行业管理人员提供了重要见解，使其认识到利用不同社交网站进行企业社会责任沟通对于将客户转化为品牌倡导者的重要作用。
