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

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

Modern businesses in the present digital age are facing different challenges for survival and growth due to the stiff competitive environment that prevails almost in every sector. Technology, especially digital technology, has changed the way of doing business around the globe. Marketers need to dev...

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Bibliographic Details
Main Authors: Guping Cheng, Jacob Cherian, Muhammad Safdar Sial, Grzegorz Mentel, Peng Wan, Susana Álvarez-Otero, Usama Saleem
Format: Article
Language:English
Published: MDPI AG 2021-03-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
sustainability
social media strategy
CSR communication
brand attitude
E-word of mouth
Online Access:https://www.mdpi.com/0718-1876/16/4/58

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