Psychology in action: Social media communication, CSR, and consumer behavior management in banking.

ABSTRACT: In today's digitally interconnected world, social media emerges as a powerful tool, offering different opportunities for modern businesses. Not only do organizations use social media for marketing purposes, but they also endeavor to influence consumer psychology and behavior. Although prior studies indicate social media's efficacy in disseminating corporate social responsibility (CSR) communications, there remains a dearth of research addressing the impact of CSR-related messaging from banks on consumers' brand advocacy behavior (CBAB). Our study seeks to bridge this gap, exploring the CSR-CBAB relationship within the banking sector of an emerging economy. Additionally, we investigate the roles of consumers' emotions and values in mediating and moderating their CBAB, introducing two mediat

SUBMITTER: Liu Y 

PROVIDER: S-EPMC10434941 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature