Статья

Csr communication through social media: A litmus test for banking consumers’ loyalty

N. Ahmad, R. Naveed, M. Scholz, M. Irfan, M. Usman, I. Ahmad,
2021

Prior literature in the field of corporate social responsibility (CSR) has largely focused on investigating its relationship with organizational-related outcomes, whereas the impact of CSR on consumer behavior is largely ignored in the recent literature. Further, most of the prior studies have investigated CSR with a philanthropic viewpoint, but its importance in achieving marketing-related outcomes is something that is to date, underexplored. Hence, the aim of the present study is to investigate the impact of CSR communication through social media on consumer loyalty with the mediating effect of consumers’ brand admiration in the banking sector of Pakistan. The banking sector was selected due to the reason that this sector is homogenized in nature and creating consumers’ loyalty due to this homogenized character of this sector is challenging. The data of the present study were collected from different banking consumers through an adapted questionnaire on a five-point Likert scale. A total of 448 fully filled questionnaires were received which included 289 male and 159 female banking consumers. The results of the present study revealed that CSR communications through social media have a positive impact on consumer loyalty, and consum-ers’ brand admiration partially mediates this relationship. The findings of the present study would help policymakers from banking institutions to use CSR strategy from the perspective of marketing which is undoubtedly very important for every organization in the current digital age. © 2021 by the authors. Licensee MDPI, Basel, Switzerland.

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Версии

  • 1. Version of Record от 2021-04-27

Метаданные

Об авторах
  • N. Ahmad
    Faculty of Management Studies, University of Central Punjab, Lahore, 54000, Pakistan
  • R. Naveed
    Department of Economics and Business Administration, Art & Social Sciences Division, University of Education, Lahore, 54000, Pakistan
  • M. Scholz
    Department of Building and Environmental Technology, Division of Water Resources Engineering, Faculty of Engineering, Lund University, P.O. Box 118, Lund, 221 00, Sweden
  • M. Irfan
    Civil Engineering Research Group, School of Science, Engineering and Environment, The University of Salford, Newton Building, Salford, M5 4WT, United Kingdom
  • M. Usman
    Department of Town Planning, Engineering Networks and Systems, South Ural State University (National Research University), 76, Lenin prospekt, Chelyabinsk, 454080, Russian Federation
  • I. Ahmad
    Institute of Banking and Finance, Bahauddin Zakariya University, Multan, 66000, Pakistan
Название журнала
  • Sustainability (Switzerland)
Том
  • 13
Выпуск
  • 4
Страницы
  • 1-16
Ключевые слова
  • banking; corporate social responsibility; marketing; policy making; questionnaire survey; social media; Pakistan
Издатель
  • MDPI AG
Тип документа
  • journal article
Тип лицензии Creative Commons
  • CC
Правовой статус документа
  • Свободная лицензия
Источник
  • scopus