School of literature and journalism, Xihua University, Sichua, Chengdu, China.
Division of Management and Administrative Sciences, University of Education (UE) Business School, University of Education, Lahore, Pakistan.
PLoS One. 2023 Aug 17;18(8):e0289281. doi: 10.1371/journal.pone.0289281. eCollection 2023.
In today's digitally interconnected world, social media emerges as a powerful tool, offering different opportunities for modern businesses. Not only do organizations use social media for marketing purposes, but they also endeavor to influence consumer psychology and behavior. Although prior studies indicate social media's efficacy in disseminating corporate social responsibility (CSR) communications, there remains a dearth of research addressing the impact of CSR-related messaging from banks on consumers' brand advocacy behavior (CBAB). Our study seeks to bridge this gap, exploring the CSR-CBAB relationship within the banking sector of an emerging economy. Additionally, we investigate the roles of consumers' emotions and values in mediating and moderating their CBAB, introducing two mediating factors, consumer happiness (HP) and admiration (BRAD), and moderating variable altruistic values (ATVL). Data collection involved an adapted questionnaire targeting banking consumers. The structural analysis revealed a positive correlation between a bank's CSR-related social media communications and CBAB. HP and BRAD were identified as mediators in this relationship, while ATVL emerged as a moderator. These findings hold significant theoretical and practical implications. For instance, our research highlights the indispensable role of social media in effectively conveying CSR-related information to banking consumers, subsequently enhancing their advocacy intentions.
在当今数字化互联的世界中，社交媒体成为一种强大的工具，为现代企业提供了不同的机会。组织不仅利用社交媒体进行营销，还努力影响消费者的心理和行为。尽管先前的研究表明社交媒体在传播企业社会责任（CSR）信息方面的有效性，但仍缺乏研究来解决银行与消费者品牌宣传行为（CBAB）相关的 CSR 信息对消费者的影响。我们的研究旨在弥合这一差距，探讨新兴经济体银行业的 CSR-CBAB 关系。此外，我们研究了消费者的情绪和价值观在调解和调节他们的 CBAB 中的作用，引入了两个调解因素，消费者幸福（HP）和钦佩（BRAD），以及调节变量利他价值观（ATVL）。数据收集涉及针对银行消费者的适应性问卷。结构分析表明，银行与 CSR 相关的社交媒体传播与 CBAB 之间存在正相关关系。HP 和 BRAD 被确定为这种关系的调解因素，而 ATVL 则作为调节变量出现。这些发现具有重要的理论和实践意义。例如，我们的研究强调了社交媒体在向银行消费者有效传达 CSR 相关信息方面的不可或缺的作用，从而增强了他们的宣传意图。
