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

The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

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Accounting Department, University of Ha’il, Ha’il 55211, Saudi Arabia
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Department of Business Management, College of Business Administration Kingdom University, Riffa, Bahrain
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Department of Management and Information System, University of Ha’il, Ha’il 55211, Saudi Arabia
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Department of Economics and Business Administration, Art & Social Sciences Division, University of Education, Lahore 54000, Pakistan
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Department of Economics and Finance, University of Ha’il, Ha’il 55211, Saudi Arabia
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Faculty of Management Studies, University of Central Punjab, Lahore 54000, Pakistan
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Authors to whom correspondence should be addressed.
Academic Editors: Shib Sankar Sana and Sweety Sadhukhan
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1217-1230; https://doi.org/10.3390/jtaer16050068
Received: 26 February 2021 / Revised: 25 March 2021 / Accepted: 31 March 2021 / Published: 7 April 2021
(This article belongs to the Special Issue The New Era of Digital Marketing)
With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes. View Full-Text
Keywords: social media; CSR; brand admiration; sustainability; consumer behavior; digital transformation; purchase intention social media; CSR; brand admiration; sustainability; consumer behavior; digital transformation; purchase intention
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MDPI and ACS Style

Gupta, S.; Nawaz, N.; Alfalah, A.A.; Naveed, R.T.; Muneer, S.; Ahmad, N. The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1217-1230. https://doi.org/10.3390/jtaer16050068

AMA Style

Gupta S, Nawaz N, Alfalah AA, Naveed RT, Muneer S, Ahmad N. The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1217-1230. https://doi.org/10.3390/jtaer16050068

Chicago/Turabian Style

Gupta, Shuchi; Nawaz, Nishad; Alfalah, Adel A.; Naveed, Rana T.; Muneer, Saqib; Ahmad, Naveed. 2021. "The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1217-1230. https://doi.org/10.3390/jtaer16050068

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