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Consumer perceived corporate social responsibility and electronic word of mouth in social media: mediating role of consumer–company identification and moderating role of user-generated content
This paper intends to examine the role of CSR communication on social media in building consumer company identification (C–C identification) and electronic word of mouth (EWOM) in Indian banking context. Specifically, this study addresses the following three research questions: First, how does consu...
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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Palgrave Macmillan UK
2023
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| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10043844/ http://dx.doi.org/10.1057/s41264-023-00219-7 |