Corporate sustainability efforts and e-WOM intentions in social platforms

Choi, Chang Suk; Cho, Yoon‐Na; Ko, Eunju; Kim, Sang Jin; Kim, Kyung Hoon; Sarkees, Matthew

doi:10.1080/02650487.2019.1613858

Cited by 26 publications

(16 citation statements)

References 57 publications

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“…The findings of this study showed that social media marketing has significant and positive effects on consumer engagement and e-WOM intention compatible with existing and available literature (Choi et al, 2019;Choi et al, 2017;Elseidi & El-Baz, 2016;Ortiz et al, 2017;Strutton et al, 2011;Yoo et al, 2013).…”

Section: Discussionsupporting

confidence: 90%

Sosyal medya pazarlamasının elektronik ağızdan ağza iletişim niyeti üzerindeki etkisinde tüketici bağlılığının aracılık rolü

Demir

YILDIZ

2021

bmij

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Sosyal medya mecralarındaki kullanımın artmasıyla birlikte kişiler birbirleriyle çok daha fazla karşılıklı etkileşimde bulunmaktadırlar. Bu sebeple sosyal medya kullanan bireyler arasında gerçekleşen ağızdan ağıza iletişim faaliyetleri firmaların göz ardı etmemesi gereken bir olgu olarak karşımıza çıkmaktadır. Ancak sosyal medya pazarlaması faaliyetlerinin, ağızdan ağıza iletişimdeki rolüne ait yapılan çalışmalarda tüketici bağlılığının aracılık rolü bugüne kadar yeterli ilgiyi görmemiştir. Bu çalışmada sosyal medyanın e-wom niyeti üzerindeki etkisinde tüketici bağlılığının aracılık rolünün olup olmadığı araştırılmıştır. Çevrimiçi olarak hazırlanmış anket formu sosyal medya ve mobil iletişim uygulamalarını kullanan bireylere gönderilmiştir. 464 kişiden elde edilen kullanılabilir veriler AMOS paket program yardımı ile analiz edilmiştir. Yapısal eşitlik modellemesi kullanılarak yapılan hipotez testleri ile sosyal medya pazarlamasının, tüketici bağlılığı ve e-wom niyeti üzerinde olumlu ve anlamlı bir etkiye sahip olduğu belirlenmiştir. Ayrıca test sonuçlarına bağlı olarak tüketici bağlılığının da elektronik ağızdan ağıza iletişim niyeti üzerinde olumlu ve anlamlı bir etkiye sahip olduğu söylenebilir. Son olarak, bu çalışmada; tüketici bağlılığının, sosyal medya pazarlaması ile e-wom niyeti arasında aracılık etkisine sahip olduğu sonucuna ulaşılmıştır. Bu nedenle gerçekleştirilen bu çalışma sosyal medya pazarlaması literatürüne önemli katkılar sunmaktadır.

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Section: Discussionsupporting

confidence: 90%

Sosyal medya pazarlamasının elektronik ağızdan ağza iletişim niyeti üzerindeki etkisinde tüketici bağlılığının aracılık rolü

Demir

YILDIZ

2021

bmij

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“…Moreover, hypothesis 3 found a significant relationship between campaign evaluations and company evaluations. In line with previous studies [13,[20][21][22][23][24], this study adds to the findings that social distance perception from a company may hinder fair consumer evaluations and that social distance mitigation can help foreign firms overcome negative consumer evaluations and the costs of LOF.…”

Section: Discussionsupporting

confidence: 88%

“…The association between CSR campaign evaluations and consumer evaluations such as corporate image and purchase intentions has been found in a considerable number of studies [13,[20][21][22][23][24]. Through sustainability activities, foreign firms can persuade local consumers that they are beneficial to society and help align their values and beliefs with local consumers.…”

Section: The Mediating Role Of Sustainability Campaign Initiatives Bementioning

confidence: 99%

Communicating Sustainability to Ethnocentric Consumers in China: Focusing on Social Distance from Foreign Corporations

Park

2020

Sustainability

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This study examines the relationship between social distance perception and company/sustainability campaign evaluations. The study also investigates the moderating role of consumer ethnocentrism in the relationship between the variables. This study further compares the effects of construal message framing (high-level vs. low-level construal) on social distance perception. The SPSS PROCESS macro analysis revealed that social distance perception from a corporation negatively affects company evaluations. Moreover, the results demonstrated that consumer ethnocentrism significantly moderates the relationship between social distance perception and company/sustainability campaign evaluations. Finally, the results indicate that construal message framing significantly affects the level of social distance perception from the host of a sustainability campaign. This paper provides practical suggestions for corporates’ sustainability communications and adds to the literature on the reverse effect of construal level theory and social distance reduction.

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“…However, the exploration of extant literature regarding CSR communication on social media (CSRS) has revealed that it is not known how CSRS can induce eWOM on the part of consumers for a specific brand. There have been some studies highlighting the importance of CSRS and eWOM [32,33], but most of these studies are inconclusive. Hence, there is a dire need to conduct more research in this area.…”

Section: Introductionmentioning

confidence: 99%

“…Another contribution of the current study is that it highlights the relevance of HCS with CSRS to earn a positive eWOM from healthcare consumers (patients). Although the relationship of CSRS and eWOM is established in the existing literature [32,42,43], the healthcare industry received little attention from contemporary scholars. Likewise, this study uses the phenomenon of CCI as a mediating variable in the proposed relationship of CSRS and eWOM from the perspective of social identity theory.…”

Section: Introductionmentioning

confidence: 99%

The Relationship of Corporate Social Responsibility on Digital Platforms, Electronic Word-of-Mouth, and Consumer-Company Identification: An Application of Social Identity Theory

Cherian

Tsai

et al. 2021

Sustainability

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The concept of corporate social responsibility (CSR) is an ever-evolving concept in the field of business management. Even in 2021, its boundaries are evolving and researchers are linking the concept of CSR to different variables to achieve different outcomes. However, the concept of CSR in the healthcare sector is not well-explored in prior literature. The current study is an application of social identity theory to induce electronic word-of-mouth (eWOM) from consumers for a specific brand, through its CSR engagement on social media (CSRS) and consumer-company identification (CCI) in the healthcare sector of an emerging economy. The data of the current survey were collected from different patients of four large hospitals in a large city through a self-administered questionnaire (paper-pencil technique). To validate different hypotheses of the current study, the authors employed the structural-equation-modeling (SEM) technique using AMOS software. The output of SEM analysis confirmed that CSRS positively influences eWOM, and CCI mediates this relationship. The findings of the current study will be helpful for policymakers in the healthcare industry to improve their understanding of CSRS and CCI, inducing eWOM through the lens of social identity theory.

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Corporate sustainability efforts and e-WOM intentions in social platforms

Cited by 26 publications

References 57 publications

Sosyal medya pazarlamasının elektronik ağızdan ağza iletişim niyeti üzerindeki etkisinde tüketici bağlılığının aracılık rolü

Sosyal medya pazarlamasının elektronik ağızdan ağza iletişim niyeti üzerindeki etkisinde tüketici bağlılığının aracılık rolü

Communicating Sustainability to Ethnocentric Consumers in China: Focusing on Social Distance from Foreign Corporations

The Relationship of Corporate Social Responsibility on Digital Platforms, Electronic Word-of-Mouth, and Consumer-Company Identification: An Application of Social Identity Theory

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