The Effect of Corporate Social Responsibility and Social Media Marketing on Customer Citizenship Behavior.

• Main Authors: SHIH, YA-TUNG, 施亞彤
• Other Authors: TU, TENG-TSAI
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/m4exd4

碩士 === 國立臺北大學 === 國際企業研究所 === 106 === The concept of Corporate Social Responsibility (CSR) attracts extensive attention worldwide recently and it is an important issue for not only business but also customers. Besides, marketing communication using social media such as Twitter, Facebook, and YouTube has already been evaluated as business take-off tools and many companies believe that Social Media Marketing (SMM) is the trend in the future. This study aims to investigate the effect of corporate social responsibility and social media marketing on Customer Citizenship Behavior (CCB) through Structural Equation Modeling (SEM) and concentrate on the I-mei company as an example in food industry, which involves CSR problems and social media marketing issues. 439 questionnaires were collected from individual customers. The empirical results show that CSR has a significantly positive effect on satisfaction and trust respectively. SMM has an insignificant effect on Trust. Satisfaction has a significantly positive effect on Trust and CCB respectively. Trust has an insignificant effect on CCB.