The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms

Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention

https://onlinelibrary.wiley.com/doi/pdf/10.1111/ijcs.12659

The dark side of social media: Stalking, online self-disclosure and problematic sleep

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.

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

Artificial intelligence (AI) contactless services thrived during the COVID-19 pandemic, while their consequences remained unclear. Based on media equation theory and means-end chain theory, this st...

Examining the effects of AI contactless services on customer psychological safety, perceived value, and hospitality service quality during the COVID‐19 pandemic

Jose Pius

Papers

Consumer response towards social media advertising: Effect of media interactivity, its conditions and the underlying mechanism