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

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

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...

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Bibliographic Details
Main Authors: Shijiao Huang, Xu Hai, Nawal Abdalla Adam, Qinghua Fu, Aqeel Ahmad, Daniela Zapodeanu, Daniel Badulescu
Format: Article
Language:English
Published: MDPI AG 2022-12-01
Series:Behavioral Sciences
Subjects:
CSR
emotions
customer behavior
social media
brand advocacy
Online Access:https://www.mdpi.com/2076-328X/13/1/32

Internet

https://www.mdpi.com/2076-328X/13/1/32

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