Skip to main content

Research Repository

Advanced Search

CSR communication through social media : a litmus test for banking consumers’ loyalty

Ahmad, N; Naveed, RT; Scholz, M; Irfan, M; Usman, M; Ahmad, I

CSR communication through social media : a litmus test for banking consumers’ loyalty Thumbnail


Authors

N Ahmad

RT Naveed

M Scholz

M Irfan

M Usman

I Ahmad



Abstract

Prior literature in the field of corporate social responsibility (CSR) has largely focused on investigating its relationship with organizational-related outcomes, whereas the impact of CSR on consumer behavior is largely ignored in the recent literature. Further, most of the prior studies have investigated CSR with a philanthropic viewpoint, but its importance in achieving marketing-related outcomes is something that is to date, underexplored. Hence, the aim of the present study is to investigate the impact of CSR communication through social media on consumer loyalty with the mediating effect of consumers’ brand admiration in the banking sector of Pakistan. The banking sector was selected due to the reason that this sector is homogenized in nature and creating consumers’ loyalty due to this homogenized character of this sector is challenging. The data of the present study were collected from different banking consumers through an adapted questionnaire on a five-point Likert scale. A total of 448 fully filled questionnaires were received which included 289 male and 159 female banking consumers. The results of the present study revealed that CSR communications through social media have a positive impact on consumer loyalty, and consumers’ brand admiration partially mediates this relationship. The findings of the present study would help policymakers from banking institutions to use CSR strategy from the perspective of marketing which is undoubtedly very important for every organization in the current digital age.

Citation

Ahmad, N., Naveed, R., Scholz, M., Irfan, M., Usman, M., & Ahmad, I. (2021). CSR communication through social media : a litmus test for banking consumers’ loyalty. Sustainability, 13(4), e2319. https://doi.org/10.3390/su13042319

Journal Article Type Article
Acceptance Date Feb 13, 2021
Publication Date Feb 20, 2021
Deposit Date Feb 23, 2021
Publicly Available Date Feb 23, 2021
Journal Sustainability
Publisher MDPI
Volume 13
Issue 4
Pages e2319
DOI https://doi.org/10.3390/su13042319
Publisher URL https://doi.org/10.3390/su13042319
Related Public URLs https://www.mdpi.com/journal/sustainability
Additional Information Additional Information : ** From MDPI via Jisc Publications Router ** Licence for this article: https://creativecommons.org/licenses/by/4.0/ **Journal IDs: eissn 2071-1050 **History: published 20-02-2021; accepted 13-02-2021

Files





Downloadable Citations