The Relationship between Corporate Social Responsibility on Social Media and Brand Advocacy Behavior of Customers in the Banking Context

Abstract

This research study aims to investigate the relationship between corporate social responsibility (CSR)-related communication on social media and brand advocacy behavior of retail banking customers in a developing country. This study also proposes a dual mediating mechanism of customer engagement and customer-company identification in the above-proposed relationship. The data were collected from retail banking customers with the help of a self-administered questionnaire (n = 356). To test the hypothesized relationships, a theoretical model was developed in this study. For hypothesis testing, we used the structural equation modeling (SEM) technique in AMOS software. The empirical analysis results confirmed our theoretical assumption that the manifestation of CSR-related communication on social media by a bank significantly influenced the advocacy behavior of retail banking customers. Our study also confirmed the mediating function of customer engagement and customer-company identification. The findings of this study offer different implications for the banking sector. For example, our study highlights the critical role of CSR-related communication on social media for meaningful customer–brand relationships by promoting the advocacy behavior of customers.

Corporate Social Responsibility (CSR) On Social Media towards Brand Advocacy Behavior in the Banking Industry

“…. Recent research also validates the theoretical assertion that CSRrelated communication of a brand on social media can determine Brand Advocacy Behavior (S. Huang et al, 2023). Hence, it can be hypothesized that a company's involvement in CSR initiatives positively influences consumer brand advocacy behavior.…”

“…CE, resulting from CSR, is a significant predictor for transforming customers into brand supporters (Bilro et al, 2019). Recent research discovered that CSR engagement by banking organizations on social media positively influences CE (S. Huang et al, 2023). Hence, it can be hypothesized that a company's involvement in CSR initiatives has a positive influence on Customer Engagement (CE).…”

“…The growing significance of social media has made it possible for literature on marketing communication to demonstrate how consumer participation with a business on social media impacts the Identification of the Customer Company (Wibowo et al, 2021). Recent research found that CSR engagement by banking organizations on social media positively influences Customer Company Identification (S. Huang et al, 2023). Hence, it can be hypothesized that a firm's involvement in CSR initiatives has a positive influence on Customer Company Identification.…”

“…CE, resulting from CSR, is a significant predictor for transforming customers into brand advocates (Bilro et al, 2019). Recent research confirms that Customer Engagement (CE) significantly mediates the relationship between CSR and Brand Advocacy Behavior (S. Huang et al, 2023). Hence, it can be hypothesized that a company's involvement in CSR initiatives positively influences Brand Trust, mediating the positive and significant relationship between CSR and Customer Engagement (CE).…”

The circular model of “SOME” on digital public relations management of Universitas Islam Riau

“…A study in Jeju-based food and beverage companies used meaningful relationships as their way of building and maintaining consumers which resulted in increased trust in the brand and control of the Word of Mouth (Bae et al, 2023), the same benefits were experienced in the banking sectors for Corporate Social Responsibility practice through social media which generate advocacy behavior (Huang et al, 2023). Hence, meaningful relationships between an institution and the public have a good and direct impact on the institution.…”