CSR ACTIVITIES AND CONSUMER LOYALTY: THE EFFECT OF THE TYPE OF PUBLICIZING MEDIUM

This research develops a model to predict the effect of advertising a socially responsible activity on perceived corporate social responsibility (CSR) and its influence on consumer loyalty. It examines the relationships between company-cause congruence, corporate credibility, altruism attribution and perceived CSR, and CSR with consumer loyalty, and analyzes the moderating effect of the type of communication medium (i.e. traditional medium vs. social medium). This study is original because it fills the gap in the CSR communication literature in the evaluation of how the use of one or another type of medium to advertise a cause related marketing activity influences the effect of perceived CSR on consumer loyalty. An empirical study was conducted with two samples of consumers, each of which was exposed to the same advertisement, inserted in either a newspaper or posted on a social network. Data were analyzed using structural equation modeling. The results carry implications for CSR activities and communications management as they validate the proposed model that integrates the antecedents of perceived CSR and its influence on loyalty, and show that the traditional medium model has a better fit and its overall effect is greater than the social medium model. From a practical perspective, this study has several implications regarding the importance of communicating CSR activities.

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The Relationship of Sustainability Communication on Social Media with Banking Consumers’ Loyalty through e-WOM

Sustainability ◽

10.3390/su13073832 ◽

2021 ◽

Vol 13 (7) ◽

pp. 3832

Author(s):

Gao Wei ◽

Wang Lin ◽

Wu Yanxiong ◽

Yan Jingdong ◽

Sadik Yusuf Musse

Keyword(s):

Social Media ◽

Structural Equation ◽

Positive Emotions ◽

Banking Sector ◽

Equation Modeling ◽

Consumer Loyalty ◽

Csr Communication ◽

Prior Literature ◽

Corporate Social ◽

The Impact

Prior literature has largely addressed corporate social responsibility (CSR) from outcomes related to organizational themes. However, its importance for achieving consumer-related outcomes is something that has been largely ignored by contemporary researchers. Likewise, how CSR communication through social media can create positive emotions on the part of consumers has to date been under-explored. Hence, the present study aims to fill these gaps by investigating the impact of CSR communication of an organization through social media on consumer loyalty. The study also proposes electronic word of mouth (e-WOM) as a potential mediator between this relationship. The proposed model of the present study was tested in the banking sector of a developing country. The data were collected from a self-administered questionnaire and analyzed through the structural equation modeling technique (SEM). The results of the present study validated that CSR communication of a bank through social media directly and indirectly, through e-WOM, influences consumer loyalty in a positive manner. The results of the present study will be helpful for policymakers to better understand how well-planned CSR communication of an organization on social media can lead towards better consumer-related outcomes such as consumer loyalty and e-WOM.

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An Examination of Corporate Social Responsibility and Employee Behavior: The Case of Pakistan

Sustainability ◽

10.3390/su11133515 ◽

2019 ◽

Vol 11 (13) ◽

pp. 3515 ◽

Cited By ~ 8

Author(s):

Sehar Zulfiqar ◽

Rabeea Sadaf ◽

József Popp ◽

Jolita Vveinhardt ◽

Domicián Máté

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Work Engagement ◽

Organizational Identification ◽

Structural Equation ◽

Equation Modeling ◽

Employee Behavior ◽

Socially Responsible ◽

Internal Dimension ◽

Corporate Social

The internal dimension of Corporate Social Responsibility (CSR) refers to the socially responsible behavior of an organization towards its employees. The CSR relationship to employee behavior has received some attention but in general, there is little knowledge about the underlying explanatory mechanisms that can describe this relationship. In this study, a theoretical model of mediation and moderation is developed to explain how CSR can influence employee behavior. Organizational identification and work engagement are used as proxies for employee behavior in the model and internal dimension of CSR is assumed to affect both of them positively. Further, it is proposed that CSR influences the organizational identification positively and this relationship will be stronger in a collectivist culture, which will eventually lead to higher work engagement. A proposed model was tested on a sample of bank employees in Pakistan by using the Structural Equation Modeling (SEM) method. The results of this study provide contextual and empirical insights into how CSR influences employee behavior.

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The Nexus of CSR and Co-Creation: A Roadmap towards Consumer Loyalty

Sustainability ◽

10.3390/su13020523 ◽

2021 ◽

Vol 13 (2) ◽

pp. 523

Author(s):

Naveed Ahmad ◽

Miklas Scholz ◽

Zia Ullah ◽

Muhammad Zulqarnain Arshad ◽

Raja Irfan Sabir ◽

...

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Structural Equation ◽

Banking Sector ◽

Equation Modeling ◽

Service Development ◽

Consumer Loyalty ◽

Mediating Role ◽

Corporate Social ◽

The Impact

Corporate Social Responsibility (CSR) is regarded as an effort to be undertaken by the businesses to contribute towards society at large positively. The idea behind the concept of CSR is that businesses are required to pursue the notion of pro-social objectives along with economic objectives. Research has long established that corporate social responsibility, along with its philanthropic nature, can also produce extraordinary marketing results for businesses. The relationship between CSR and consumer loyalty is well acknowledged in extant literature. Likewise, involving consumers through co-creation in the product/service development process may provide an exciting experience to consumers, which is likely to influence their loyalty. With these arguments, the present research investigates the impact of CSR on consumer loyalty with the mediating role of co-creation in the banking sector of an emerging economy such as Pakistan. Structural equation modeling (SEM) is used for data analysis in the present study. The results validate that CSR improves consumer loyalty, and co-creation partially mediates this relationship. The results of the current survey will help banking institutions to identify how they can develop core strategic considerations based on CSR and co-creation.

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CSR or ISO Certifi cation: What Does Really Matter for Consumer in Developing Countries ?

IBT Journal of Business Studies ◽

10.46745/ilma.jbs.2019.15.01.08 ◽

2019 ◽

Vol 15 (1) ◽

pp. 95-111

Author(s):

Ammar Ahmad ◽

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Corporate Reputation ◽

Structural Equation ◽

Equation Modeling ◽

Consumer Loyalty ◽

Company Identification ◽

Corporate Social ◽

The Impact ◽

The Relationship

This empirical study was aimed to discover the impact of corporate social responsibility (CSR) and international standardization of organization (ISO) on corporate reputation (CR) and corporate reputation’s effect on consumer loyalty (CL). In addition, the relationship of corporate reputation & trust (T), corporate reputation with consumer company identification (CCI) was also examined. Lastly the association of consumer company identification, trust and consumer loyalty (CL) was also analyzed. The data was collected from 500 students of three different universities and survey instrument was administrated. Overall, eight hypotheses were examined to confirm the relationship among variables by using the CFA (Confirmatory Factor Analysis) and structural equation modeling (SEM) was used to test the validity of the instrument with the help of AMOS and SPSS software. The result indicated that ISO and environmental CSR has direct relationship with corporate reputation. Corporate reputation had direct association with trust. Whereas, corporate reputation was significantly positive related with consumer company identification. Subsequently, Trust also showed positive relation with loyalty and positive relationship was found between consumer company identification and consumer loyalty. Furthermore, results showed that community development- corporate social responsibility had no relationship with corporate reputation and corporate reputation was significantly related with customer loyalty. The findings of this study contribute in the literature provided instrument authenticity and adaptability in Pakistani context. In this study limitations and future recommendations were also provided.

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Tell me your socially responsible practices, I will tell you how attractive you are! The impact of perceived CSR on organizational attractiveness

Investigação e Intervenção em Recursos Humanos ◽

10.26537/iirh.v0i5.2203 ◽

2014 ◽

Author(s):

Ana Patrícia Duarte ◽

Daniel Roque Gomes ◽

José Gonçalves das Neves

Keyword(s):

Structural Equation ◽

Current Knowledge ◽

Corporate Image ◽

Equation Modeling ◽

Organizational Attractiveness ◽

Socially Responsible ◽

Mediating Role ◽

Corporate Social ◽

High Engagement ◽

The Impact

This experimental study seeks to contribute to extending the current knowledge about the impact of corporate social responsibility (CSR) on organizational attractiveness (OA) by analyzing the mediating role of corporate image (CI). Previous literature suggests that CSR is positively related to CI and that CI is positively related to OA, but no study has empirically tested this. Participants (n=195) randomly received an individual survey containing a description of a company as fulfilling (high engagement condition) or not fulfilling (low engagement condition) a set of socially responsible practices and questions about the study variables. Structural equation modeling analyses reveal that the proposed model has a strong fit to the data, evidencing that the perceived level of engagement in CSR practices contributes to triggering the process that leads individuals to evaluate an organization as a good place to work. Accordingly, to attract candidates, information related to CSR should be considered by recruiters.

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CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy

Sustainability ◽

10.3390/su122410688 ◽

2020 ◽

Vol 12 (24) ◽

pp. 10688 ◽

Cited By ~ 1

Author(s):

Huidong Sun ◽

Mustafa Raza Rabbani ◽

Naveed Ahmad ◽

Muhammad Safdar Sial ◽

Guping Cheng ◽

...

Keyword(s):

Structural Equation ◽

Banking Industry ◽

Mediating Effect ◽

Equation Modeling ◽

Consumer Loyalty ◽

Current Survey ◽

Banking Institutions ◽

Indirect Relationship ◽

Corporate Social ◽

The Impact

The homogenization of the banking segment has made it difficult for banking institutions to practice the quality of services that are needed in order to retain consumers. Thus, these days, finding ways to increase consumer loyalty—especially green loyalty—has become a challenge for the banking industry around the planet. Research has long acknowledged that corporate social responsibility (CSR) is a strategic concern that could help organizations to increase consumer loyalty. However, the impact of CSR practices on green consumer loyalty is rarely addressed in the extant literature. Hence, the present research investigated the impact of CSR on green consumer loyalty with the mediating effect of co-creation in the banking industry of Pakistan. The study also introduced green banking initiatives as a moderator between the mediated relation of CSR and green consumer loyalty, with the intention that such a moderator would strengthen this indirect relationship. The structural equation modeling technique was used for the data analysis. The results confirm that CSR enhances consumer loyalty, and that co-creation partially mediates this relationship. Furthermore, green banking initiatives further strengthen this relation. The results of the current survey could help banking institutions learn how they can develop core strategic considerations based on the integration of CSR co-creation and green banking initiatives.

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The CSR Imperative: How CSR Influences Word-of-Mouth Considering the Roles of Authenticity and Alternative Attractiveness

Business & Society ◽

10.1177/00076503211053021 ◽

2021 ◽

pp. 000765032110530

Author(s):

Stefan Markovic ◽

Oriol Iglesias ◽

Yuqian Qiu ◽

Mehdi Bagherzadeh

Keyword(s):

Structural Equation ◽

Word Of Mouth ◽

Equation Modeling ◽

Attractive Alternative ◽

Positive Word ◽

Socially Responsible ◽

Brand Authenticity ◽

Alternative Attractiveness ◽

Corporate Social ◽

Positive Word Of Mouth

Customers are increasingly talking positively about brands that are socially responsible and authentic. However, little empirical research has related corporate social responsibility (CSR) to brand authenticity and brand authenticity to customers’ positive word-of-mouth. Moreover, although highly attractive alternative brands are increasingly appearing in the marketplace, there is a lack of research examining the role of alternative attractiveness in the relationship between CSR and brand authenticity. We address these shortcomings in the literature drawing on data from 1,101 customers of insurance services brands and analyze them using structural equation modeling. The findings show that CSR is positively related to customers’ positive word-of-mouth, both directly and indirectly, through brand authenticity. Moreover, alternative attractiveness positively moderates the effect of CSR on brand authenticity. This implies that CSR can act as a differentiation mechanism to further enhance the focal brand’s authenticity, when an alternative brand is perceived as highly attractive.

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The Influence of Cause-Related Marketing on Millennials’ Purchase Intentions: Evidence of CSR from an Emerging Economy

Gadjah Mada International Journal of Business ◽

10.22146/gamaijb.55069 ◽

2021 ◽

Vol 23 (2) ◽

pp. 137

Author(s):

Swapna J Shetty ◽

Molly Sanjay Chaudhuri ◽

Ankitha Shetty

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Positive Impact ◽

Sampling Technique ◽

Equation Modeling ◽

Snowball Sampling ◽

Cause Related Marketing ◽

The Social ◽

Corporate Social ◽

Social Causes

Corporate social responsibility (CSR) has been implemented through sponsorships, philanthropy, and cause-related marketing (CRM), amongst which CRM has aroused the interest of many academicians and stakeholders. The study aims to examine the antecedents of cause-related marketing while considering attitude as a mediator to test its relationship with the purchase intention. The snowball sampling technique for data collection was administered to Indian millennial consumers from the regions of Karnataka and Kerala. A total of 313 valid cases were selected for the analysis, which employed partial least squares (PLS) based on structural equation modeling (SEM). The findings have shown that a positive relationship exists between cause participation and purchase intention. Further, product/cause congruence & consumer/cause identification had a positive impact on attitude, while attitude, in turn, showed a favorable association with the purchase intention. This study disclosed the relative importance of the compatibility between the social causes supported by the company with its engaged business while adopting CRM campaigns, and highlighted the need for the involvement of consumers in the CRM programs for their effectiveness.

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Sustainable Businesses Speak to the Heart of Consumers: Looking at Sustainability with a Marketing Lens to Reap Banking Consumers’ Loyalty

Sustainability ◽

10.3390/su13073828 ◽

2021 ◽

Vol 13 (7) ◽

pp. 3828

Author(s):

Naveed Ahmad ◽

Asif Mahmood ◽

Antonio Ariza-Montes ◽

Heesup Han ◽

Felipe Hernández-Perlines ◽

...

Keyword(s):

Structural Equation ◽

Banking Industry ◽

Three Dimensions ◽

Equation Modeling ◽

Consumer Loyalty ◽

Bank Account ◽

Business Operations ◽

Prime Objective ◽

Corporate Social ◽

The Relationship

Achieving consumer loyalty will remain a prime objective of every business in the current volatile, uncertain, complex and ambiguous environment (VUCA), which demands some out-of-the-box thinking on the part of policymakers to sustain the competitive advantage. Sustainability has been emerging as a “new normal” for all industries of the present era, which forces all sectors to incorporate it into their business operations. There have been studies on the relationship between sustainability and consumer loyalty, but these studies are inconclusive, further establishing the importance of more research in this area. In this frame of reference, the present research objective is to test the dimensional impact of corporate social responsibility (CSR) activities (economic, environmental, social) on banking consumers’ loyalty in the context of Pakistan. The data were collected from different bank account holders, which were then analyzed through the structural equation modeling (SEM) technique in AMOS. The results revealed that all three dimensions of CSR positively relate to consumer loyalty. The banking industry policymakers can benefit from the findings of the present study to understand sustainability from the lens of marketing to drive a higher level of consumer loyalty.

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Can Supportive Siblings Protect against the Risk that Stress from Feelings of Alienation with Parents and Peers Poses to Mental Health in Emerging Adulthood?

Journal of Family Issues ◽

10.1177/0192513x21993859 ◽

2021 ◽

pp. 0192513X2199385

Author(s):

Muna Osman ◽

Dave Miranda

Keyword(s):

Mental Health ◽

Psychological Distress ◽

Emerging Adulthood ◽

Emerging Adults ◽

Structural Equation ◽

Protective Factor ◽

Moderated Mediation ◽

Equation Modeling ◽

Moderated Mediation Model ◽

Two Samples

Feelings of alienation with parents and peers can lead to psychological distress, possibly because such feelings are stressful. Supportive siblings are known to foster mental health in youth, but research in emerging adulthood is limited. We hypothesized supportive sibling climate as a protective factor in the risks that stress from parent and peer alienation poses to psychological distress among emerging adults. A proposed moderated-mediation model was tested, across three samples, using latent moderated mediation structural equation modeling. Results indicated that parental and peer alienation were associated with more psychological distress, and stress partially mediated the link between parental (but not peer) alienation and psychological distress in two samples. However, a supportive sibling climate was not protective as it did not moderate the links among alienation, stress, and psychological distress. In sum, siblings seem beneficial, but perhaps it is not sufficient to protect emerging adults’ mental health against stress from parent and peer alienation.

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