How Does Corporate Social Responsibility Engagement Influence Word of Mouth on Twitter? Evidence from the Airline Industry

Vo, Tam Thien; Xiao, Xinning; Ho, Siu Lau

doi:10.1007/s10551-017-3679-z

Cited by 98 publications

(73 citation statements)

References 81 publications

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“…Hence, in line with the theory of social identity, this study has established that CSRS, directly and indirectly, influences eWOM in the healthcare sector of Pakistan. The above argument of the current study is also supported by previous researchers [71,75,76,105,106].…”

Section: Discussionsupporting

confidence: 91%

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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Section: Discussionsupporting

confidence: 91%

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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“…Modern organizations ofthepresent era use social media to communicate their CSR motives with customers and other stakeholder. Whencustomers on social media see such activities of an organization, they feel pride for that organization and also communicate about the organization positively with their social media peers [66]. Hence, it is proposed: Hypothesis 3 (H3): Customer-related CSR activities on social media positively relate to E-WOM.…”

Section: Literature Review and Theoritical Supportmentioning

confidence: 99%

The Relationship between CSR Communication on Social Media, Purchase Intention, and E-WOM in the Banking Sector of an Emerging Economy

Guping

Cherian

Sial

et al. 2021

JTAER

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Modern businesses in the present digital age are facing different challenges for survival and growth due to the stiff competitive environment that prevails almost in every sector. Technology, especially digital technology, has changed the way of doing business around the globe. Marketers need to develop new strategies by incorporating the element of digital technology to overrun their competitors, as conventional competitive strategies will not produce extraordinaryresults. The rise of social media, in this regard, is a game-changer in the context of marketing as it provides a strategic touchpoint to the marketers to involve the customers with a brand. Prior research has largely ignored the relationship between corporate social responsibility (CSR) practices of a brand and positive customer experiences. Hence the present study aims to test the relationship of customer-related CSR activities on social media on behavioral consequences of customers, such as their purchase likelihood and electronic word of mouth (E-WOM). The data were collected from the banking customers of a developing economy and were analyzed through structural equation modeling in AMOS software. The results revealed that customer-related CSR activitieson social mediainfluence customer behavioral outcomes like E-WOM and purchase intentions. The result also revealed that brand attitude mediates the relationship between customer-related CSR, E-WOM, and purchase intentions. The findings of the present study can help policymakers to understand the importance of CSRpractices from the perspective of marketing, which is largely ignored by contemporary CSR researchers.

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“…Researchers recognize twitter as a valuable source of the current state of word of mouth globally (Vo et al, 2019). The platform is known for being dynamic and for the speed in which tweets are generated, spreading the message and attitudes of users towards a wide variety of topics (Steinskog et al, 2017).…”

Section: Twitter As a Source Of Opinionsmentioning

confidence: 99%

“…Among social media platforms, Twitter is a valuable example and recognized for revealing the real state of word of mouth globally (Jansen et al, 2009;Vo et al, 2019). However, there is a lack of investigation on the adoption of XSA for supporting retailers dealing with crisis management on Twitter.…”

Section: Introductionmentioning

confidence: 99%

Explainable Sentiment Analysis Application for Social Media Crisis Management in Retail

Cirqueira

Almeida

Cakir

et al. 2020

Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications

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Sentiment Analysis techniques enable the automatic extraction of sentiment in social media data, including popular platforms as Twitter. For retailers and marketing analysts, such methods can support the understanding of customers' attitudes towards brands, especially to handle crises that cause behavioural changes in customers, including the COVID-19 pandemic. However, with the increasing adoption of black-box machine learning-based techniques, transparency becomes a need for those stakeholders to understand why a given sentiment is predicted, which is rarely explored for retailers facing social media crises. This study develops an Explainable Sentiment Analysis (XSA) application for Twitter data, and proposes research propositions focused on evaluating such application in a hypothetical crisis management scenario. Particularly, we evaluate, through discussions and a simulated user experiment, the XSA support for understanding customer's needs, as well as if marketing analysts would trust such an application for their decision-making processes. Results illustrate the XSA application can be effective in providing the most important words addressing customers sentiment out of individual tweets, as well as the potential to foster analysts' confidence in such support.

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How Does Corporate Social Responsibility Engagement Influence Word of Mouth on Twitter? Evidence from the Airline Industry

Cited by 98 publications

References 81 publications

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

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

The Relationship between CSR Communication on Social Media, Purchase Intention, and E-WOM in the Banking Sector of an Emerging Economy

Explainable Sentiment Analysis Application for Social Media Crisis Management in Retail

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