The effect of CSR engagement on eWOM on social media

Abstract

Purpose The purpose of this paper is to examine how banks’ level of corporate social responsibility (CSR) engagement influences consumers’ electronic word-of-mouth (eWOM) on Facebook. Furthermore, this study examines the mediating role of consumer identification with a company (C-C identification) in the relationship between CSR engagement and eWOM in online communications. Design/methodology/approach Indian banks have been taken as a study context. The data were collected online from July to August 2018, resulting in 239 valid surveys. Data were analysed using structural equation modelling via AMOS 22.0. Findings The findings in the present study suggest that CSR communication on social networking sites engages consumers and also helps them to identify with the companies and increase their eWOM intentions. Based on this finding, the authors suggest that managers should communicate about CSR engagement on social media to favourably influence identification and eWOM. Practical implications The result highlights the opportunities brought by new technology such as online social media to the service industry. Originality/value The present study contributes to the literature by enriching the understanding of how CSR engagement influences eWOM on social media. Of theoretical concern, this study connects the social identity perspective to CSR in the online context, something not previously explored.